Haleon Q3 Sales Call Transcript (Eroxon edit Question 2, sales)4 Nov 2024 09:37
Operator
Thank you. Our next question is from Celine Pannuti from JPMorgan. The line is now open. Please go ahead.
Celine Pannuti
Can I just ask you on Eroxon, so what kind of number are we looking at for the first quarter where you’re launching? Are we looking at a run rate of $100 million for 12 months? You did like $25 million per quarter we should be thinking about.
Tobias Hestler
So, Celine, I would wish it was the simple model, right? And I think the answer is simply I don’t know, right? I think the good news is the retailers have taken the product and it’s on shelves. So you get the shelf bill that we’ve done in October, and that’s positive, right? So that gives you a nice distribution and a first pop-in sale. Now, it’s a question of are we seeing the reorders? Are we seeing the repeat? Is that coming back? And it’s a new category that we’re building. And that’s what is the piece that is hard to estimate, right?
So from my perspective, I think way too early to indicate that. We’ll tell you in Q4 what happens or in the full year results, but I don’t think there’s this one that you can exactly guide on and model there. So now, I mean, I said before in investor meetings and with you guys that the reason we’re doing this is because it’s an unmet consumer need, and we believe it’s worth building a single market brand to do that.And, we would only do this if we believe there’s a potential of $100 million plus in revenue, but that doesn’t mean it’s going to come tomorrow or in the first quarter. This will be a slow build, because you’re not going to build a new U.S. brand for $20 million or $30 million of revenue. That’s not enough what you need to sustain the brand in the long run, right? So, I think we have an ambition that is $100 million or more, but that’s what we have to see as we execute on our plans, yeah?
And, I think the execution so far has been good. If you have time, look a bit of the advertising that’s out there. I think the team has done a really good job in starting to land that, but I think it’s a new category for us, for the retailer and for the consumer, and that will just take a little bit of time.