Haleon’s allergy care range Piri is expanding its hay fever relief portfolio with the introduction of Pirilieve Hayfever Relief Tablets.
Launching in time for allergy season, the new product contains fexofenadine hydrochloride – an active ingredient that was previously only available behind pharmacy counters.
Pirilieve Hayfever Relief Tablets are said to start working within 60 minutes, with one tablet a day enough to provide 24-hour relief. They are also non-drowsy.
Michael Durkin, GB Sales Director at Haleon, commented: “At Piri, we recognised the need for a powerful relief to aid hay fever sufferers, allowing them to get on with their lives, uninterrupted by hay fever symptoms. The addition of Pirilieve to the UK’s no.1 best-selling allergy care range offers an effective option to relieve hay fever symptoms – there is no tablet that is stronger for hay fever relief.
“Piri offers a wide range of options, helping consumers to choose a product best suited to the individual needs of all members of the family during hay fever and allergy season.”
The launch of Pirilieve will be supported by a £3m media campaign running from April to July. It will include a digital and social media campaign as well as TV/VOD advertising, a sponsorship with ITV Weather and OOH advertising.
Each tablet is film-coated and is available in packs of 10 and 30 at an MRSP of £5.25 (10) and £12 (30). The product will initially be stocked by Asda, Sainsbury’s, Boots, Morrisons, Ocado, Superdrug, Tesco, and Amazon.
