LONDON, UK: ITV, the UK’s largest commercial broadcaster, has announced its third deal of 2023 as part of its Media for Equity portfolio, investing in Flarin, a pain relief brand that offers a unique and patent protected anti-inflammatory painkiller. This is ITV’s first consumer healthcare investment to date.
Flarin is one of the fastest growing analgesics in the UK and has been clinically proven to be as effective as twice the dose of standard ibuprofen in patients with acute joint pain. It is the only lipid formulated oral analgesic available in the UK and offers consumers a targeted solution for joint and muscular pain relief.
As part of ITV AdVentures Invest, its Media for Equity investment fund, ITV has agreed to subscribe for £2 million of shares in Flarin Holdings Limited, with the option to subscribe for two additional tranches of £1.5 million each, in return for advertising inventory across ITV’s channels and ITVX. ITVX is ITV’s new digital advertising platform that enables advertisers to reach audiences across ITV Hub, BritBox UK and other digital products.
ITV’s investment will help Flarin build mass market brand awareness by bringing the brand to millions of consumers via ITV platforms. This will be a step change in the size of the campaign and the approach to scaling the Flarin brand to date.
Sheena Amin, Director of ITV AdVentures, said: “It’s fantastic to be announcing our latest Media for Equity investment into Flarin. With its innovative and patented lipid technology, Flarin offers many unique benefits to those suffering from joint and muscular pain compared to any other product on the market. Flarin is already one of the fastest growing analgesics in the market and I am confident that we will see the company grow to new heights following a brand building campaign across ITV.”
Philip Lindsell, MD of Flarin, said: “Pain and inflammation are increasing and global problems for an ageing world population. Many consumers are already finding that Flarin delivers better relief from their joint and muscular pain. We are delighted to welcome ITV as an investor as they will be directly instrumental in promoting much wider awareness of the benefits of Flarin. We know that TV is an effective means of reaching consumers, so with the wide availability of Flarin in supermarkets and pharmacies I am confident that a sustained and robust campaign across ITV and ITVX will help many more consumers to use it for effective relief from their joint pain and inflammation.”
Flarin was launched in the UK in 2018 as a pharmacy only product, but in 2020 distribution was expanded into grocery and other retail outlets making Flarin Joint & Muscular Pain Relief available for consumers to self-select. Patents for the Flarin formulation are also held in 26 other countries.
Flarin Holdings Ltd was advised by Bosham Capital Advisors for the investment by ITV AdVentures.
ITV AdVentures Invest is a Media for Equity programme that was launched in 2021 and sees ITV take minority stakes in early stage digital and direct-to-consumer businesses, in return for advertising inventory across ITV’s range of market-leading channels and ITVX. The initiative represents an innovative opportunity for consumer businesses seeking to build scale through TV advertising, alongside access to ITV’s expertise and network. The programme has already invested in architectural design company Resi and pet health and wellness company PitPat earlier this year.