FERNDALE, Mich. — Ferndale Healthcare Inc. is expanding its RectiCare (Lidocaine 5%) Anorectal Cream brand with the introduction of RectiCare Medicated Anorectal Wipes.

Ferndale Healthcare Inc. is expanding its RectiCare (Lidocaine 5%) Anorectal Cream brand with the introduction of RectiCare Medicated Anorectal Wipes.

This dual-action SKU designed to "relieve and protect," represents the first lidocaine wipe available in the category, the company says.

Formulated with lidocaine 5% and glycerin 20%, RectiCare Medicated Anorectal Wipes contain 12 individually packaged, premoistened wipes that are discreet, portable and designed for on-the-go relief.

This new launch is available at Walgreens and Rite Aid Corp. locations nationwide with a suggested retail price of $15.99.

Meanwhile, RectiCare Anorectal Cream, a topical, local anesthetic that works quickly to relieve the pain, itching and burning associated with hemorrhoids and other anorectal disorders, is being sold at such chains as Walgreens, CVS/pharmacy and Rite Aid with a suggested retail price of $29.99. And national distribution continues to expand in 2015. In March the product was rolled out in 4,000 Walmart stores across the country.

"The ability to competitively sell against products that are two to three times less costly than ours speaks to the effectiveness of our product; our marketing plan; and the need for new, unique products in this category," stated Katherine Gunn, product manager for RectiCare. "We believe that the absence of innovation and variety of options has restricted sales growth within the hemorrhoidal preparations space. Products equipped with a unique offering and promotional plan, like RectiCare, will bring new customers and incremental sales to the category."

Since its launch in 2013, according to the company and its research, RectiCare Anorectal Cream began exceeding weekly retail sales goals by the fourth week on shelf.

In turn, the company says that wholesale orders have increased year over year. It reported a 47% increase in 2013, and a 40% increase in 2014. Ferndale Healthcare is an affiliate of Ferndale Pharma Group Inc.