ITV has announced a new investment in pain relief brand, Flarin, marking the media company’s first consumer healthcare investment.

The move is ITV’s third deal in 2023 as part of its media for equity portfolio.

Through the initiative, ITV AdVentures Invest, the group has agreed to subscribe for £2m of shares in Flarin, with the option to subscribe for two additional tranches of £1.5m each, in return for advertising inventory across ITV’s channels and its streaming platform, ITVX.

It follows ITV’s recent media for equity investments in architectural design company Resi and pet health and wellness company PitPat, which were both announced earlier this year.

Flarin is a patent protected anti-inflammatory painkiller and is one of the fastest growing analgesics in the UK. ITV’s investment will help Flarin build mass market brand awareness by bringing it to millions of consumers via ITV platforms, marking a significant increase in the scale of Flarin’s brand campaign to date.

MD of Flarin, Philip Lindsell, 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 it 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.”

Launched in 2021, ITV AdVentures Invest is a media for equity programme which sees ITV take minority stakes in early stage digital and direct-to-consumer businesses, in return for advertising inventory across ITV channels and its streaming platform.

The initiative represents an opportunity for consumer businesses seeking to build scale through TV advertising, alongside a strategic media partner. In turn, ITV benefits from a share in the financial returns of the media investment and strategic insights related to direct-to-consumer businesses.

Director of ITV AdVentures, Sheena Amin, added: “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.”

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