SEEKING REMEDIES

An innovative prescription to over-the-counter switch product can not only generate big sales for supermarkets but also spawn entirely new OTC categories, or liven up those that have become stagnant.A classic example is smoking cessation. In February 1996, SmithKline Beecham's Nicorette, the prescription drug in chewing-gum form, became the first smoking-cessation product approved by the Food and

An innovative prescription to over-the-counter switch product can not only generate big sales for supermarkets but also spawn entirely new OTC categories, or liven up those that have become stagnant.

A classic example is smoking cessation. In February 1996, SmithKline Beecham's Nicorette, the prescription drug in chewing-gum form, became the first smoking-cessation product approved by the Food and Drug Administration for over-the-counter use.

Next came McNeil Consumer Products

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