The product, a blend of four strains of probiotic bacteria developed by Chr Hansen, has a novel delivery system said to ensure safe passage of the probiotic strains through the stomach and maximum potency delivery to the intestinal tract, where its beneficial effect is realized. It also requires no refrigeration and is available in a convenient capsule form.
Bradley will market the Flora-Q product through its Kenwood Therapeutics division to the gastroenterology and colorectal physician communities, to be dispensed exclusively by the pharmacist. It will be introduced in the first quarter of 2004.
Recent medical studies reporting the benefits of probiotics have helped spur the rapid growth of this market. Datamonitor estimates that US sales of probiotics exceeded $200 million in 2002, growing at a rate of 13 per cent.
Chr. Hansen has sales of more than $600 million annually.
Bradley added that its Kenwood Therapeutics division, which provides gastroenterology, nutritional and respiratory therapies, will increase its sales force by 40 per cent next year.