• Ad Age, Tuesday, July 8, 2008 10:30 AM

Procter & Gamble is looking to unload its ThermaCare heat wraps brand, sources say. Launched in early 2002, ThermaCare has estimated U.S. sales of $80 million. Sales in four European countries likely bring the total to more than $100 million. A P&G spokesman declines comment.

ThermaCare's first-of-its-kind self-heating, disposable pain-relief wraps have spawned numerous copycats in recent years, cutting into sales. With limited extension potential and a relatively hefty price of around $2 for eight to 12 hours of pain relief, ThermaCare appears to have topped out well short of the billion-dollar threshold P&G ultimately wants its brands to reach.

For the 52 weeks ended June 15, ThermaCare sales fell 14.2% to $51.6 million, according to Information Resources Inc. data, which don't include Wal-Mart or club stores. The small-for-P&G brand packs a relatively hefty media budget, with measured media spending last year of $29.5 million, according to TNS Media Intelligence.

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