The expansion introduces three distinct formats—a gel, a roll-on, and a spray—each retailing for $15.99. Bridges Consumer Healthcare, the parent company, designed these products to move past single-mechanism solutions by pairing the anesthetic properties of lidocaine with a soothing heating sensation. Aaron Perelman, senior marketing director at Bridges, noted that the combination targets pain at its source rather than merely providing surface-level relief. Jason Sondgeroth, vice president of innovation, added that the formula utilizes benzyl alcohol to boost the synergy between the active ingredients for faster results.
ThermaCare Enters Topical Market With Heat and Lidocaine Hybrid
Moving beyond its traditional heat wraps, ThermaCare is launching a new line of topical pain relief products in Chattanooga. The brand’s latest Heat + Max Strength Lidocaine collection integrates 4% lidocaine with its proprietary Heatwave Technology, aiming to provide deeper, dual-action numbing for muscle and joint discomfort.
This product launch coincides with a broader visual refresh for the ThermaCare brand. The company is updating its packaging and digital presence to reflect a more contemporary aesthetic while maintaining its clinical positioning. The new collection is currently available through Amazon and various retail outlets nationwide, marking a significant shift for the brand as it transitions from a specialized heat wrap manufacturer into a diversified player in the broader topical pain relief category.
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