12/1/2015
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`It's On The Tip Of Your Tongue Businessweek
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`Magazine
`It's On The Tip Of Your Tongue
`
`July 30, 2006
`
`They're little green patches of film that melt instantly on your tongue, releasing bursts of minty breath freshener
`strong enough to wipe out all signs of that garlic shrimp you had for lunch. Sound familiar? They're Listerine
`PocketPaks, and they're made of a material that folks in the food industry call "edible film." Introduced by Pfizer
`Inc. (PFE) in 2001, PocketPaks sparked a craze. Now everything from sushi to Sudafed is showing up on store
`shelves all wrapped up in meltinyourmouth film.
`
`Consumers are lining up for the chance to stick out their tongues. Retail sales of edible film, at about $100
`million a year today, are expected to hit at least $350 million by 2008, says James Rossman, a former maker of
`edible film who is now a consultant in Tampa. In 1999 sales were just $1 million, mostly from niche products
`such as the edible underwear that's a favorite gag gift at bachelor parties. "Listerine broke the market wide
`open," says Rossman who, by the way, in 1974 had a hand in inventing some of the first edible undies.
`
`Overthecounter drugmakers are breathing new life into tired brands by pressing them into flavored strips. In
`2004, Swiss pharmaceutical giant Novartis (NVS) introduced Triaminic and Theraflu Thin Strips. This April it
`followed up with GasX Thin Strips, a new twist on a nearly 30yearold brand. The Triaminic franchise now
`claims a 20% share of the pediatric cough and cold market the first time since 1999 the brand has broken the
`20% barrier. "Most of the growth has been driven by the Thin Strip," says Brian McNamara, a vicepresident at
`Novartis Consumer Health in Parsippany, N.J. In the past year, retail sales of Theraflu and Triaminic strips were
`up 28% and 26% respectively, bringing in more than $19 million, according to Information Resources Inc.
`
`Sales of Listerine PocketPaks, meanwhile, fell 20%. But even if the breath market turns sour, strips could prove
`appealing as a way of delivering drugs. Film strips dissolve quickly without requiring water. That's good news
`for elderly patients who have trouble swallowing and even better for kids who hate syrupy medicine. Plus, strips
`are discreet a selling point for drugs such as GasX. "If you have a meal that you know is a precursor to a
`http://www.bloomberg.com/bw/stories/20060730/itsonthetipofyourtongue
`
`1/6
`
`WATCH
`
`LISTEN
`
`TEVA EXHIBIT 1031
`TEVA PHARMACEUTICALS USA, INC. V. MONOSOL RX, LLC
`
`
`
`It's On The Tip Of Your Tongue Businessweek
`
`1
`Sign in with Facebook Or use your Businessweek account
`
`News
`
` Markets
`
` Insights
`
` Video
`
`s
`
`
`
` Remember me Sign In
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`
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`
`Magazine
`It's On The Tip Of Your Tongue
`
`July 30, 2006
`
`They're little green patches of film that melt instantly on your tongue, releasing bursts of minty breath freshener
`strong enough to wipe out all signs of that garlic shrimp you had for lunch. Sound familiar? They're Listerine
`PocketPaks, and they're made of a material that folks in the food industry call "edible film." Introduced by Pfizer
`Inc. (PFE) in 2001, PocketPaks sparked a craze. Now everything from sushi to Sudafed is showing up on store
`shelves all wrapped up in meltinyourmouth film.
`
`Consumers are lining up for the chance to stick out their tongues. Retail sales of edible film, at about $100
`million a year today, are expected to hit at least $350 million by 2008, says James Rossman, a former maker of
`edible film who is now a consultant in Tampa. In 1999 sales were just $1 million, mostly from niche products
`such as the edible underwear that's a favorite gag gift at bachelor parties. "Listerine broke the market wide
`open," says Rossman who, by the way, in 1974 had a hand in inventing some of the first edible undies.
`
`Overthecounter drugmakers are breathing new life into tired brands by pressing them into flavored strips. In
`2004, Swiss pharmaceutical giant Novartis (NVS) introduced Triaminic and Theraflu Thin Strips. This April it
`followed up with GasX Thin Strips, a new twist on a nearly 30yearold brand. The Triaminic franchise now
`claims a 20% share of the pediatric cough and cold market the first time since 1999 the brand has broken the
`20% barrier. "Most of the growth has been driven by the Thin Strip," says Brian McNamara, a vicepresident at
`Novartis Consumer Health in Parsippany, N.J. In the past year, retail sales of Theraflu and Triaminic strips were
`up 28% and 26% respectively, bringing in more than $19 million, according to Information Resources Inc.
`
`Sales of Listerine PocketPaks, meanwhile, fell 20%. But even if the breath market turns sour, strips could prove
`appealing as a way of delivering drugs. Film strips dissolve quickly without requiring water. That's good news
`for elderly patients who have trouble swallowing and even better for kids who hate syrupy medicine. Plus, strips
`are discreet a selling point for drugs such as GasX. "If you have a meal that you know is a precursor to a
`http://www.bloomberg.com/bw/stories/20060730/itsonthetipofyourtongue
`
`1/6
`
`WATCH
`
`LISTEN
`
`TEVA EXHIBIT 1031
`TEVA PHARMACEUTICALS USA, INC. V. MONOSOL RX, LLC
`
`
`
`It's On The Tip Of Your Tongue Businessweek
`12/1/2015
`gaseous event, you can take a film and be on your way," says Alexander Mark Schobel, CEO of MonoSol Rx, a
`Warren (N.J.) manufacturer of edible film. Some Big Pharma companies are eyeing the technology for more
`lucrative prescription drugs, he reports.
`
`SLY POOCH
`
`Patients with four legs and fur may be the next target for drugsonfilm. Albert Ahn, a veterinarian and
`spokesman for Hartz Mountain Corp. in Secaucus, N.J., says his company is looking at edible film as an
`alternative to stuffing pills down pets' throats. "Dogs and cats are pill con artists," he says. "They hide them
`under their tongue or in their jaw and then spit them out when you're not looking." Strips stick and some drugs
`can also be given at lower doses on films because they are absorbed better through the tongue. Ahn estimates
`that pet pharmaceuticals represent a $1 billion market.
`
`The risk is that consumers might not buy into this film frenzy. It can be hard to mask a medicine's taste on film
`because the strips are so small. And the novelty effect may wear thin. Hartz recently pulled its mint breath strips
`for dogs off the market in the U.S. because they never caught on. (Ahn says, however, that they are a
`"resounding success" in Japan.)
`
`Declining breathfilm sales haven't deterred the food industry, which is finding all sorts of new uses for the
`technology. Some meat manufacturers are using films to cure and glaze ham. There are electrolyte strips that
`athletes can consume in lieu of sports drinks to fight dehydration. Film might someday be used as a moisture
`barrier, separating the tomato sauce from the crust on a frozen pizza, for example, so the crust stays crisp. "These
`films can improve the quality and shelf life of food," says Tara McHugh, research leader for an Albany (Calif.)
`unit of the Agriculture Dept.
`
`And get this: Matthew de Bord, owner of Origami Foods in Pleasanton, Calif., has developed films made of
`carrot, and tomato with basil, which can be used in place of seaweed to wrap sushi. "Some people have an
`aversion to seaweed, or they just want an alternative," de Bord reasons. Costco Wholesale Co. (COST) is testing
`sushi wrapped in de Bord's films at some of its stores in California. Wonder how that might play in Tokyo.
`
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`TEVA EXHIBIT 1031
`TEVA PHARMACEUTICALS USA, INC. V. MONOSOL RX, LLC
`
`
`
`12/1/2015
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`TEVA EXHIBIT 1031
`TEVA PHARMACEUTICALS USA, INC. V. MONOSOL RX, LLC
`
`
`
`12/1/2015
`
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`TEVA EXHIBIT 1031
`TEVA PHARMACEUTICALS USA, INC. V. MONOSOL RX, LLC
`
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`TEVA EXHIBIT 1031
`TEVA PHARMACEUTICALS USA, INC. V. MONOSOL RX, LLC
`
`
`
`12/1/2015
`
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`TEVA EXHIBIT 1031
`TEVA PHARMACEUTICALS USA, INC. V. MONOSOL RX, LLC
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