Iconic brand Rolaids® is back, providing Canadians with much needed heartburn relief

MONTREAL, Feb. 27, 2014 /CNW Telbec/ - Rolaids is back, and the timing couldn't be better. According to a new survey released today, this is the season when many Canadians experience stress and heartburn.

A new survey conducted by Ipsos and commissioned by Sanofi Canada, reveals that 54% of Canadians who suffer from heartburn at least once a month say they feel the most stressed during the January-March period. In addition, 36% polled said they suffer from the worst heartburn during the same period.

Starting today, Rolaids can now be found once more in retail stores across the country. Sanofi Canada is re-introducing the popular antacid following the company's acquisition of the brand.

What are the top heartburn-causing events during the January-March period? By a huge margin, the number-one factor is overindulging in heavy meals (48%). The next stated reason is being fed up with the long cold Canadian winter (7%), followed by having to pay all the bills after the holidays (5%).

"This is a particularly trying time of year for many Canadians," says Jon Fairest, President and CEO of Sanofi Canada. "We are happy that Canadians can turn to Rolaids once again for heartburn relief."

Sanofi Canada will support the re-launch of Rolaids with Canadian-made television spots and a social media campaign starting this spring, featuring some of this country's funniest comedians providing a daily moment of Rolaids Relief.

Approximately a quarter of the population (24%) or 8 million Canadians, experience heartburn daily, or more often.1 Heartburn occurs when the opening between the stomach and esophagus malfunctions, allowing stomach acid to enter the esophagus. Rolaids works by reducing stomach acid and relieving the burning sensation.

Rolaids was first introduced 60 years ago. Irvine W. Grote patented one of the active ingredients used in the original formulation while serving as the head of the chemistry department at what is now the University of Tennessee, Chattanooga. In the 1970s, Rolaids' advertising campaign became famous for the tagline: How do you spell relief? R-O-L-A-I-D-S.

Rolaids is available in tablet form along with a new Ultra Strength formulation which delivers Rolaids' strongest level of acid neutralization. Rolaids is a national brand antacid to offer a dual-action formula of calcium and magnesium to effectively relieve heartburn.

To find out more information about Rolaids, please visit www.rolaids.ca.

The full Ipsos survey report is available at: Ipsos survey

About Sanofi

Sanofi, an integrated global healthcare leader, discovers, develops and distributes therapeutic solutions focused on patients' needs. Sanofi has core strengths in the field of healthcare with seven growth platforms: diabetes solutions, human vaccines, innovative drugs, consumer healthcare, emerging markets, animal health and the new Genzyme. Sanofi is listed in Paris (EURONEXT: SAN) and in New York (NYSE: SNY).

Sanofi entities in Canada include Sanofi Canada (pharmaceuticals), Sanofi Pasteur (vaccines), Sanofi Consumer Health (health and beauty), Genzyme (rare diseases) and Merial (animal health). Together they employ more than 1,700 people across the country. In 2012 Sanofi companies invested $122 million in R&D in Canada, creating jobs, business and opportunity throughout the country.

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1 Tytgat GN, McColl K, Tack J et al. New algorithm for the treatment of gastro-oesophageal reflux disease. Aliment Pharmacol Ther 2008;27(3):249-56.


PDF available at: http://stream1.newswire.ca/media/2014/02/27/20140227_C7775_DOC_EN_37196.pdf

SOURCE: Sanofi Canada

For further information:

For interviews, contact: 

Joey Gill     
PR POST     
416-556-0675    
joey_gill@sympatico.ca   

Nathalie Khouri
PR POST
416-777-0368
nathalie@prpost.ca


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