PHOENIX Matrixx Initiatives recently introduced a new line of Zicam products — Cold Remedy Plus, a multi-ingredient formulation that both reduces the duration of the common cold and helps relieve the symptoms of someone who already has a cold.

The Cold Remedy Plus products, cherry-flavored Liqui-Loz and cherry-flavored Zavors, retail for a suggested $11.59. Two mint flavors — including a rapid melt and oral mist — will launch in the fall.

And in lieu of all the awareness raised around cold and flu prevention this past season courtesy the H1N1 pandemic, Matrixx will be committing $23 million against consumer advertising over the course of next season across all media formats — television, print and radio.