Bromo Seltzer Antacid

Unique antacid, licensed from Warner Wellcome, with brand awareness levels comparable to Mylanta and Tums.

Bromo Seltzer was acquired under a long term license from Warner-Wellcome in July 1994. Developed in 1888 by Captain Emerson of Emerson Drug Co. in Baltimore, Maryland, Bromo Seltzer had a wonderful heritage as a hangover/upset stomach remedy. In its heyday, Bromo Seltzer sold over 18 million bottles and 29 million packages of product a year. The company was purchased in 1967 by Warner-Lambert Pharmaceutical Co.

Over a period of decades, through neglect, sales began to erode to its lowest level of $1.7 million in 1993.

However, Bromo Seltzer was a unique antacid. It had a rich heritage and strong brand equity. And the product contained a combination of acetaminophen (the active ingredient in Tylenol) and sodium bicarbonate in a granular form.

After acquiring the license, Himmel invested heavily in advertising and within its first 60 days, sales on a running rate basis increased 100%. Unfortunately, as a result of sourcing and manufacturing constraints, Himmel had to terminate the license.