Haleon’s new Panadol capsules, a UK first-ever liquid capsule paracetamol, represents a true innovation in the category, designed specifically to address consumers’ primary concerns when managing pain: speed and efficacy of relief.
This innovative format offers up to 40% faster absorption compared to standard paracetamol tablets, providing consumers with a rapid-onset option for pain management.
As Michalis Karatzas, Senior Brand Manager for Panadol, explains: “We are aware that the majority of consumers prioritise speed and efficacy of relief when looking to relieve pain. With a commitment to continuous innovation and evolution to meet consumer needs, we are proud to introduce the first-ever liquid capsule paracetamol in the United Kingdom.”
The new capsule format provides an important alternative to traditional tablets, giving consumers more choice in how they manage their pain. This diversification of delivery methods represents Haleon’s understanding that different consumers have different preferences when it comes to medication formats.
This launch highlights the importance of brands investing in R&D to deliver tangible benefits for consumers. Haleon has focused on extending the Panadol range, with this new format providing up to 40% increase in absorption speed compared to standard paracetamol, representing an expansion in the options for consumers to relieve their pain.
This is a genuine innovation and those who work in consumer healthcare will know how hard this is. It is unicorn rare. The regulatory environment is challenging and the investment required to launch new products is high, often prohibitively so. In all markets, healthcare authorities are cautious about allowing newer medicines into the self-selection environment. The upshot is that most innovation is based on product format or needs-targeting rather than new technical solutions.
Haleon’s Panadol is one of and whilst this is an example of format development, it is a truly innovative one. Like all good innovation, it starts with a consumer need (speed of relief), offers a new treatment (liquid capsules) and a clear reason to believe (40% faster absorption). Simple. The product is also the first ever paracetamol liquid capsule in the UK. Now if that is not innovative, what is?
The liquid capsule format is not new and its benefits of speed and efficacy are well established. But bringing it to paracetamol is a big opportunity for Panadol. It can prompt reassessment of the brand, modernise and premiumise it, leverage the years of media investment in the liquid capsule format, sharpen the benefit delivery and demonstrate clear differentiation to private label products.
Also, huge kudos to the R&D brains behind it. The reason why it has taken longer to create a Panadol Liquid Capsule is that it involves some major technical hurdles. All this means Panadol has delivered a potentially winning line extension. Never forget: Insight + Brand + R&D = Distinctive Innovation.
Discover more about Haleon’s Panadol liquid capsules
Panadol capsules. Contains Paracetamol. Always read the label.