Inflamol has been on the market in the US since last year, and Guernsey-based Health Direct is hoping to position it as a natural alternative to ibuprofen and aspirin – both of which can irritate the stomach.
It is also hoping to capture some of the market vacated by the high-profile withdrawal of Merck's painkiller Vioxx.
The firm, the third biggest in the UK's £100m home-shopping supplements sector, wants to build market share by looking outside its traditional consumer base of over-50s repeat purchasers.
It has developed an online shopping portal and has been promoting its ranges of 'younger' products including PMT-relief tablets, hangover cures such as Cheers, and Viagra-alternative Horny Goat Weed.
London agency Republic is being used for a consumer media campaign to launch Inflamol to the UK market, and at the same time publicise the advice around vitamins and supplements available on the revamped site.