How unique science and consumer obsession are expanding Strepsils’ reach
A new era of dual action science is taking Strepsils beyond sore throat
Strepsils* holds a unique place in the hearts and homes of consumers worldwide. As the world’s most-sold sore throat medicine, Strepsils has adapted and evolved for over 70 years to meet changing needs. Today, it’s a global symbol of trusted self-care and one of our largest Powerbrands, with a presence in over 130 markets.
Now, we are taking that trusted expertise further by stepping into the cough category on a global scale.
Bridging the gap in cough care
Reckitt’s agility in responding to evolving health shifts has challenged us to rethink how we support patients. Recognising that a significant number of sore throats are accompanied by a cough, Strepsils has embarked on its most ambitious expansion yet: moving beyond the throat to capture the broader respiratory market.
Evolving Strepsils’ signature by essence by combining scientific expertise with soothing relief for this new category, the Strepsils Cough Dual Action range utilises unique herbal science to tackle multiple symptoms simultaneously.
For dry coughs, two botanical extracts are offered in a pastille and syrup format containing Sisymbrium officinale (the singers' plant) and Plantago lanceolata.
This ensures that tickly coughs are suppressed while the underlying irritation is treated.
For chesty coughs, the syrup leverages the power of Hedera helix (Ivy leaf). This ingredient holds the highest level of clinical evidence within the EU-approved herbal cough category, backed by more than 10 independent studies. “It treats the underlying cause of cough by thinning mucus and relaxing the airways,” adds Fiona. “This assists the body’s natural recovery process.”
This sophisticated use of botanical science marks a new chapter, but it is built on a foundation of 'dual action' that was established decades ago.
The origins of a world-first
This move into cough care isn’t a departure from our roots, but a continuation of them. To understand why this new era of innovation is so significant, we have to look back at the legacy that defined the category – and the science that makes Strepsils unique.
The Strepsils story began in the 1950s, not as the familiar lozenge we know today, but as an antiseptic mouthwash. The brand’s real breakthrough came in 1958 with the transition to lozenges. At a time when the primary treatment for throat irritation was gargling, Strepsils introduced a world-first: an on-the-go lozenge that combined two active antiseptic medicines – amylmetacresol and 2,4-dichlorobenzyl alcohol.
This unique combination goes beyond soothing, helping to relieve the symptoms of infectious sore throat.
Duality as an innovation driver
This brand has made sure to combine efficacy and relief, shaping its identity and evolution to the present day. Following the launch of Honey & Lemon in 1972 – which remains the most popular flavour globally today – Strepsils saw a strategic expansion into multi-benefit relief. Vitamin C was introduced to combine soothing care with immune support, while menthol addressed the dual challenge of a sore throat and a blocked nose.
In 1999, Strepsils pushed the boundaries of efficacy with Strefen, a lozenge and spray containing flurbiprofen – a non-steroidal anti-inflammatory drug (NSAID) that reduces discomfort by targeting inflammation at its source. This allows the brand to deliver the duality of soothing fast and providing long-lasting relief.
In 2015, Strefen sore throat spray was released, which also contained flurbiprofen and delivering it in a practical spray bottle with a specially designed nozzle.
Other formats and ingredients were also launched, such as Strepsils EXTRA – always with the brand’s duality in mind.
A global symbol of balanced relief
This evolution of ingredients is anchored by a consistent core promise: a harmony of scientific efficacy and soothing relief. A balance that is perfectly captured in the iconic brand marque 'S', where one half represents medicinal power and the other represents flavourful care.
As the #1 sore throat brand in Europe, Strepsils has maintained a stable market share since 2019. This legacy of science and comfort is further cemented by professional trust, with 92% of healthcare providers recommending the brand to their patients.
A heritage of healing, a future of growth
Following a successful initial launch in Poland, Strepsils Cough Dual Action range is rolling out globally.
This category expansion builds on the momentum of Strepsils’ 2022-23 brand relaunch, which re-established superiority across all touchpoints – from packaging to global creative assets. These milestones prove the enduring power of the brand: Strepsils is the market leader in 15 EU markets, maintaining a leading market share position.
By bridging 70 years of pharmaceutical expertise with cutting-edge herbal science, we are ensuring this heritage icon remains at the absolute forefront of innovation. The move into cough care taps into a new category in Europe.
Our strategic shift is winning with both consumers and experts. The new range achieved a top validated concept score among consumers, while also securing a strong validation ranking from pharmacists in Germany and Italy.
As we scale the Cough Dual Action range, we are doing more than driving business growth – we are enhancing global health outcomes. We are transforming Strepsils from a throat-care leader into a comprehensive respiratory powerhouse.
*** Product may vary in some countries