SKILLMAN, N.J. — Tylenol has launched Tylenol Easy to Swallow, a new pain relief pill designed specifically for people who dislike taking pills or have trouble swallowing — addressing an unmet need of 20% of consumers.

The new Easy to Swallow product includes a first-of-its kind innovation for Tylenol: Gentleglide Technology, which is a pill coating activated by water to reduce friction when swallowing for an easier experience. The new pill addresses four primary attributes that consumers value when considering swallowability: shape, size, taste and coating.

“We know from our long-standing history with focus groups and consumer testing that the issue of swallowability is at the forefront of consumers’ minds when discussing over-the-counter medications,” said Jen Gow, head of Tylenol. “For example, in a focus group investigating consumer routines when taking solid pills, consumers shared that they look for coated pill options, as the coating makes the pill easier to swallow and eliminates an unpleasant aftertaste and chalky texture. We knew there was an unmet consumer need, and we set out to create a new innovative product to solve it. We found that even though some individuals have difficulty swallowing, there are many consumers who just don’t like swallowing pills, or wished it was more pleasant. Therefore, we began optimizing an Extra Strength Tylenol tablet to address that consumer insight. We collected consumer data on what would cue an easier to swallow tablet and are excited to introduce Tylenol Easy to Swallow to the market.”

She said that the Gentleglide Technology in Tylenol Easy to Swallow works by significantly reducing friction when swallowing. “This is accomplished through a coating that is activated when wet, so the pill easily and smoothly glides down the throat. This technology combined with the rounded pill shape and the sweetening agent in the coating, which stimulates salivation to further enhance swallowability, provides for a pleasant swallowing experience,” she explained.

“The makers of Tylenol are solving for an unmet need. Nearly one in five people who have taken oral medications have hesitated prior to taking pills because they thought they might have trouble swallowing them. The 20% of consumers who don’t like taking pills falls across all age ranges, from teenagers learning to take pills for the first time to those with pill dysphagia to those who have chronic conditions and take many pills a day — this innovation is for a wide array of people. Tylenol Easy to Swallow was created for those consumers who are open to a pill option but hesitate when taking pills and may resort to uncomfortable alternatives to make swallowing easier, such as biting and chewing pills, drinking an unnecessary amount of water or placing the pill far back on the tongue,” said Gow.

“Tylenol — the No.1 doctor-recommended brand for pain relief — is now making pain relief easier for people who dislike taking pills or have trouble swallowing with the launch of Tylenol Easy to Swallow. As a leader in the category, Tylenol is committed to improving the pain relief category and will innovate based on best supporting local market needs,” she added.