Latest innovations are designed to focus on pain relief strength, convenience and flexibility
PARSIPPANY, N.J., July 9, 2025 /PRNewswire/ — Just in time for summer, Biofreeze—the #1 clinician-recommended* menthol topical pain relief brand—is introducing two brand-new solutions designed to meet the demands of today’s active lifestyles. With the debut of Biofreeze’s Dry Stick and the lidocaine Ultraflex Patch, consumers can now access powerful, flexible, and mess-free relief in formats built for convenience and performance.
NEW Biofreeze Dry Stick
NEW Biofreeze Ultraflex Patch
NEW: Biofreeze Ultraflex Patch
Tapping into the fastest-growing segment in topical pain relief, the new Ultraflex Patch delivers maximum strength with 4% lidocaine, the strongest available over the counter, to effectively block pain without a prescription. Designed to be applied for up to 8 hours, this innovative lidocaine patch features patented 4-way flexibility technology that adapts to your body’s contours, ensuring superior adhesion** to move, bend, and flex with you.
NEW: Biofreeze Dry Stick
The new Biofreeze Dry Stick redefines portable pain relief. Combining the brand’s signature cooling power with 15% menthol, the highest concentration in the Biofreeze portfolio, this mess-free, compact stick is perfect for tossing in a gym bag, suitcase, or pocket for on-the-go application. Its solid format eliminates the fuss of gels and creams, making it the ultimate choice for quick, powerful relief anytime, anywhere.
“We’re giving consumers more ways to get the powerful relief they trust from Biofreeze, focusing on formats and features that fit seamlessly into their busy lives,” said Albert So, Marketing Director, Biofreeze. “From the Ultraflex Patch’s groundbreaking flexibility to the enhanced convenience of the Dry Stick, our new items represent our dedication to redefining what’s possible in the topical pain relief category.”
Along with these launches, Biofreeze is also making its Professional Colorless Gel and Colorless Roll-On—previously available only through healthcare professionals—available at mass retail for the very first time.
All of the above products are rolling out at major retailers nationwide, including Amazon, CVS, Kroger, Target, Walgreens, and Walmart, with full availability expected later this summer. Learn more at www.biofreeze.com.
*Based on a survey of Clinicians: chiropractors, podiatrists, physical therapists, massage therapists, retail pharmacists, and athletic trainers, of OTC topical pain relief products; among clinicians who recommend brands containing menthol (Ipsos Clinician Survey)
**vs Hydrogel Patches
About BiofreezeBiofreeze is the #1 clinician-recommended menthol topical pain relief brand†. For over 30 years, Biofreeze has been trusted by athletes, chiropractors, physical therapists, athletic trainers, and other clinicians to deliver fast-acting cold therapy pain relief for sore muscles, simple backaches, sore joints, and arthritis. The debut of Biofreeze Ultraflex with Lidocaine marks a strategic expansion of the brand’s offerings to address diverse pain management needs. Since expanding into retail in 2016, Biofreeze has become one of the fastest-growing consumer health brands, earning numerous awards for innovation and performance.
About Reckitt
Reckitt†† exists to protect, heal, and nurture in the pursuit of a cleaner, healthier world. Its portfolio includes trusted brands in health, hygiene, and nutrition, such as Biofreeze, Lysol, Enfamil, Mucinex, and many more. Learn more at www.reckitt.com.
†Based on a survey of Clinicians: chiropractors, podiatrists, physical therapists, massage therapists, retail pharmacists, and athletic trainers, of OTC topical pain relief products; among clinicians who recommend brands containing menthol (Ipsos Clinician Survey)
††Reckitt is the trading name of the Reckitt Benckiser group of companies
Media contact: Michael Olson, [email protected]
SOURCE Biofreeze
