This undated product image provided by Procter & Gamble shows wildberry flavored Prilosec OTC, the company's over-the-counter heartburn medication. P&G executives admit that adding flav

 

              This undated product image provided by Procter & Gamble shows wildberry flavored Prilosec OTC, the company
This undated product image provided by Procter & Gamble shows wildberry flavored Prilosec OTC, the company's over-the-counter heartburn medication. P&G executives admit that adding flavor to a pill you don’t even chew might not seem like an obvious move, but it is aimed at capturing more consumers as competition grows in the so-called proton pump inhibitor category. Wildberry Prilosec OTC will begin shipping to retailers Thursday, Sept. 20, 2012, and will be on store shelves beginning in October. (AP Photo/Procter & Gamble)