Prilosec (Photo by Mario Villafuerte/Getty Images)
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Procter & Gamble adds berry flavor to Prilosec

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NEW YORK (AP) - Procter & Gamble is adding flavoring to a pill that you swallow -- a first for the world's largest consumer products maker.

In the biggest change to heartburn medication Prilosec since it became over-the-counter in 2003, Cincinnati-based Procter & Gamble is adding a wildberry flavor to the pill, even though it is meant to be swallowed, not chewed.

P&G says the pills are coated with ingredients that give off a cooling sensation immediately. And the wildberry flavor lasts for up to five minutes afterward. The flavoring was derived from technology from P&G's Vick's segment.

The heartburn market is changing, as fewer consumers use fast-acting antacids and more turn to medicines that block production of acid over time. Wildberry Prilosec OTC will be on store shelves in October.

Copyright Copyright 2012 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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