An innovative prescription to over-the-counter switch product can not only generate big sales for supermarkets but also spawn entirely new OTC categories, or liven up those that have become stagnant. A classic example is smoking cessation. In February 1996, SmithKline Beecham's Nicorette, the prescription drug in chewing-gum form, became the first smoking-cessation product approved by the Food and Drug Administration for over-the-counter use. Next came McNeil Consumer Products' Nicotrol ...

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