Alimentary Health Launches Alflorex® Straws for Children

May 13, 2016

Alimentary Health
Alflorex Straws for Children

Alimentary Health launches innovative paediatric straw as the first line extension for the successful Alflorex® franchise.

It is estimated that up to 20% of all children suffer from digestive complaints (incl. IBS, functional abdominal pain, indigestion, and abdominal migraine). Furthermore,  6% of children up to the age of 12 and 14% of children between the ages of 13 and 18 years are suffering from IBS*. Building on the brand’s adult success in the UK and Ireland, Alflorex® Children’s Straws pose significant growth potential in both the Irish and UK markets. 

The innovative straw technology is unique to the UK and Irish markets. It is a convenient delivery system for children, as the Straw can simply be used in a child’s favourite drink and is completely tasteless. This product will also appeal as it simply made with two natural ingredients; the market-leading  35624™ strain held in a drop of rapeseed oil. It is gluten free, dairy free, soya free, wheat free and sugar free, and therefore should appeal to the rapidly expanding “Free From” market

The 35624™ culture is backed by over 15 years of research and human clinical trials. It has been extensively studied and is supported by more than 75 publications, abstracts and review articles in journals such as American Journal of Gastroenterology, Gut and Gastroenterology. The new straw presentation is already being recommended by paediatric gastroenterologists and dietitians in their daily practice. 

Alimentary Health CEO, Barry Kiely comments: “The interest in our new format has been very significant and bodes well for the future success of the line in new territories.  It is early days, but even the first few weeks of sales have beaten expectations, and the enthusiastic welcome from the trade could be indicative of this SKU playing a major role in the range line-up