Retailers Capitalize on Antacid Recalls With Ramped Up Production and Promotions

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March 8, 2011

Savvy retailers are capitalizing on the recalls of more than a dozen national antacid brands by ramping up production of their store brands and beefing up promotions.

Recalls of national brands include Rolaids, Pepcid and Mylanta are putting pressure on brands such as Tums and retailer store brands to fill empty shelf and meet consumer demand, according to a USA Today report.

"The Kroger brand has experienced a significant increase in demand — a significant enough increase that at times we've struggled to keep up in terms of supply," John Elliott, a Kroger spokesman told USA Today. Due to the recalls, Kroger created a store brands equivalent antacid to Rolaids last month and increased production on existing store brands that are competitive to other recalled products.

Some retailers such as CVS are not shy about promoting their store brands, posting signs on shelves that say: "Looking for Pepcid AC products? Try CVS/pharmacy Brand for the same great results," according to the report.

Over the past four months 18 antacids have been recalled for a variety of reasons, including undisclosed alcohol content (Mylanta), foreign materials in the product (Rolaids), and possible compromised packaging (Pepcid).

"If you've got a customer who would normally buy a 20-pack of a brand, and they've all been recalled, they are going to buy the store brand," Meijer spokesman Frank Guglielmi told USA Today.

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