NEW YORK — The venerable Brioschi antacid brand is poised to make a resurgence.
Brioschi Pharmaceuticals International (BPI), which purchased the 125-year-old brand in mid-August from Brioschi Inc., said it’s putting substantial capital into a marketing plan that runs the gamut from trade promotions, product sampling and health care professional recommendations to newspaper advertising, digital marketing and sponsorships.
In addition, BPI is modernizing the product’s New Jersey facility and bolstering human resources to improve customer service and logistics. The company also has hired Greenwood Group to help manage domestic and global sales. "They are a significant addition to our team," stated Brioschi vice president of sales Arthur Dessein.
BPI, which bills Brioschi as the only all-natural antacid on the market, said the brand had faded in recent years because of a lack of promotion and marketing. The longer-than-anticipated acquisition of Brioschi left many retailers out of stock, but only one account discontinued the brand, affirming the importance of being able to make it available to consumers, according to BPI.
"Brioschi is a niche product," commented Patrick O’Leary, president of Greenwood Group, based near Buffalo, N.Y. "Consumers have a demand for it, and they will go elsewhere if they can’t find it."
The new management is upbeat about reinvigorating Brioschi, noting that the robust consumer demand for natural over-the-counter remedies positions the product to become a top brand in the category.
A line extension is planned for early 2011 that BPI stated "will reach into a market that is largely untapped for Brioschi." The company didn’t disclose details about the planned launch.