Minty dissolving strips have been popular in the past few years for freshening breath fast. Now, according to BusinessWeek, drugmakers are making an effort to invigorate sales by pressing their over-the-counter medications into edible film. Novartis started the trend in 2004 by introducing edible film versions of Triaminic and Theraflu. The Triaminic Thin Strips gave the pharmaceutical giant a huge boost, bumping them up to a 20% claim in the pediatric cough and cold market. Novartis also recently came out with strips for Gas-X, and other pharmaceutical companies are considering edible film versions of popular prescription drugs. Film strips dissolve quickly and don't require any water, which makes them attractive to patients who have a hard time swallowing traditional pills. Although adults may find the edible film to be just a novel way to take medication and not a permanent option, drugmakers are betting that kids and petsâ€”notoriously finicky pill-takersâ€”will be more apt to accept medication in dissolving strip form.