PROGRESSIVE GROCER October 2011, FREEZE IT

Fred Miller, president of Tampa, Fla.-based Expedite Products, which makes Freeze It topical pain relief products, points out that as these active baby boomers continue to participate in strenuous activities, their muscles and joints that have been strained over the years can become sore.

As a result, his company has developed line extensions, Freeze It Extreme and Freeze It Feet, that contain a higher level of menthol and camphor, the active ingredients in the original product.

"Companies that offer different strengths of products for specific needs drive more sales for retailers," says Miller.