Chattem, Inc., a leading marketer and manufacturer of branded OTC
healthcare products, today announced its plans to launch Icy Hot(R)
Pro-Therapy(TM), a new multi-dimensional topical pain care product, in February, 2006.
Icy Hot Pro-Therapy combines support-brace technology with Cold and Hot therapeutic inserts to provide a new and innovative one-system pain management solution, officials said.
Chattem is also introducing, under the Icy Hot Pro-Therapy umbrella, a revolutionary new Extra Strength Icy Hot Pro-Therapy Medicated Foam Pad with Knee Wrap for injured or arthritic joints, it was stated.
"The development of this new product line represents a significant
opportunity to positively impact OTC topical pain care for Chattem,"
said Zan Guerry, Chattem's Chairman and Chief Executive Officer.
"Initial market research has indicated high interest in the new Icy
Hot Pro-Therapy product, which combines multiple, professionally
recommended pain management solutions into one system for use by sufferers of back and knee pain. Nearly half of U.S. consumers suffer from either knee or back pain or a combination of both, presenting a considerable market opportunity and allowing us to expand our applications beyond topical analgesics."
The topical pain care industry is significant and multifaceted,
representing over $500 million in U.S. retail sales. This category
includes topical analgesics, support and compression elastics, heat
and cold first aid, and other alternative therapies. Chattem's Icy Hot brand is already the leader among topical analgesics brands, and Icy
Hot Pro-Therapy will position the brand as a leader in the topical
pain care category, officials said.
"The Icy Hot Pro-Therapy product launch exemplifies our strategic
strength in extending established brands through creativity and
innovation. Through focused product development, strong brand equity and consistent marketing we will continue our efforts to drive expansion of our products," said Guerry. "Icy Hot Pro-Therapy is the culmination of a lot of hard work. The pairing of our popular Icy Hot brand with innovative elastic support-brace technology should bring new energy to the topical pain care category."
The product line has received a positive initial reception from
the retail trade and is expected to gain wide distribution nationally
among major drug stores and mass merchandisers as well as at many
major food retailers, it was stated.
The products are scheduled for distribution beginning February 2006. Chattem will support the launch with a marketing campaign featuring star athletes Shaquille O'Neal and Mia Hamm.
The company said that it expects fiscal 2006 Icy Hot Pro-Therapy
sales to be in the range of $40 to $50 million. Future growth in annual sales from Icy Hot Pro-Therapy is expected through consumer acceptance and product line extensions. About Icy Hot Pro-Therapy
Icy Hot Pro-Therapy is a new and innovative line of support braces
that can be combined with different kinds of therapeutic inserts for a
technically advanced way to manage pain. The support braces are
constructed in a stylishly modern design out of flexible materials
that provide excellent support and comfort.
The Icy Hot Pro-Therapy line includes two different support braces
for targeted reinforcement of the back or knee that can be used alone
or combined with Cold and Hot therapeutic inserts designed to fit the Icy Hot Pro-Therapy support braces.