Irish hangover product targets US

HANGOVER defence product LifeLine is embarking on a US expansion following sales of more than €1 million in Ireland last year.

The company is also talking to distributors in Japan, eastern Europe and Britain.

Blue Earth Botanicals, a subsidiary of the US ingredient supplier, Nutraceuticals has purchased the product’s US distribution and marketing rights.

Irish-owned LifeLine is produced in Mayo and employs five staff.

It said production for the US market will likely shift to the US adding that it plans to make LifeLine the number one hangover prevention product in the US within three years.

Managing director of LifeLine, Kevin Haig said: “The attitude in the states is that the Irish know how to do hangovers and I believe this little Irish product will be a huge success due to this fact.

The product will likely be on the shelves in the US in the coming weeks.

LifeLine was launched onto the Irish market in 2003.

Mr Haig, who owns 75% of the company, said this year is “slightly tougher” than last year adding that he expects a pick-up in the run-up to Christmas.