Lil’ Drug Store Products (LDSP) has forged a partnership with Procter & Gamble for the preferred distribution of heartburn relief brand Rolaids to convenience stores and travel retailers nationwide.
“Supported by P&G’s substantial investment in advertising and their proven expertise in brand development, we are poised to significantly strengthen our market position with the Rolaids brand,” said Hayley Fry, senior director of marketing at LDSP.
The convenience channel, which accounts for 61% of cigarette purchases, aligns with Rolaid’s consumer base, said LDSP. With approximately 45% of heartburn sufferers also identifying as smokers, this underscores the role of convenience stores in reaching many individuals experiencing heartburn, LDSP said.
In January, LDSP resumed distribution of the Rolaids brand to its extensive network of retail partners. Under P&G ownership, the product will undergo flavor and texture upgrades across varieties including the Ultra Mint Chewable Roll, Ultra Fruit Chewable Roll, Advanced Berry Chewable Roll, Ultra Soft Chew Strawberry and Advanced Soft Chew Berry.
Cincinnati-based P&G’s portfolio of brands also includes Always, Bounty, Charmin, Crest, Dawn, Downy, Febreze, Gain, Gillette, Oral-B, Pampers, Tide, Vicks and more.
Founded in 1974, Cedar Rapids, Iowa-based LDSP serves approximately 180,000 retail locations including convenience stores, travel and hospitality and other alternative retail locations including hotels, airports, cruise lines and others.
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