also pushed Tylenol into
pain-relieving heat patches and
a topical cream that address everything from
backaches to headache to
sprains to bruises.
Tylenol Precise, which
unfortunately rolled out
during last year’s rash of
Tylenol and other McNeil
brand recalls, is taking on established
heat patch/wrap products like Therma-care and rubs including market-leading
Icy Hot (now part of the Sanofi stable via
its acquisition of Chattem), Ben Gay and
But other brands are fighting for
share, including a “newcomer” in Troy
Healthcare LLC, a Hazelton, PA company, which recently acquired the
Stopain brand from DRJ Group.
According to SymphonyIRI data, Stopain tallied
sales of $5.6 million last
year in mass outlets, drug
stores and food stores (
excluding Walmart). Although sales were up
nearly 7.5% and units
jumped 8.5%, Troy officials contend there was
money left on the table.
“The former company didn’t really have
the wherewithal to take the brand where it
could be. We saw the growth and loyalty in
the marketplace as a great opportunity for
us,”Anthony J. Cicini, director of sales and
marketing told HAPPI.
He should know; Troy Healthcare is a
subsidiary of Troy Manufacturing Inc., which
has manufactured Stopain since 2002.
The range—which was among the first
topical pain relievers to go “hands-free”
The Desitin franchise is expecting…
a new Soothing Rash Bath Treatment.
with spray delivery and roll-on applicators—has carved out a niche with arthritis
and chronic pain sufferers and has been a
supporter of the Arthritis Foundation, donating a portion of each purchase to the organization since 2009.
Since closing the deal in January, Troy
has already revamped Stopain’s packaging
and has expanded the line by introducing a
new, non-greasy gel format. The new gel is
scheduled to hit the shelves in all 7,000-plus
Walgreen’s stores next month. The Stopain
Pain Relieving Gel is said to contain 38%
more menthol than any other product in the
cooling gel category.
Cicini sees a bright future for the entire
topical analgesic category.
“There is a trend to pain relief without
pills. As the American public gets more educated, they don’t want to take pills and
they are looking at ingredients,” he said,
boasting Stopain’s “made in America”