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OTC innovation has to focus on creating €big, bold advances that make a real, meaningful difference to consumers' lives€ and not €endless tinkering around the edges€, RB (Reckitt Benckiser) chief executive, Rakesh Kapoor, told AESGP delegates (reports Lynne Taylor).

He argued that while innovation needs new molecules and ingredients, it really is about people, particularly mothers.

€We have to ask: what do mums want? Do they need their family's pain relief to be faster-acting or longer-lasting? Or do they want a single dose that works faster and longer?€

He urged delegates to €develop a consumer-centric mindset€ and €remember, self-medication is not just for minor ailments€.