After being pulled from shelves in December 2010 due to reports of foreign materials in the product, Rolaids brand acid reliever was purchased by Sanofi U.S. The brand was re-launched by Sanofi in the United States in September 2013.
Paris-based Sanofi purchased the Rolaids brand from Johnson & Johnson on Jan. 7, 2013. Sanofi re-introduced the brand in the United States in September of the same year, boasting a new liquid formula and ultra strength tablets. The re-launch campaign featured Guy Fieri as the brand's new celebrity spokesperson, as well as the famous tagline: "How do you spell relief? R-O-L-A-I-D-S."