Business
New US commercial partner
Futura Medical plc has terminated its agreement with Haleon for Eroxon® in the US market, receiving a $1.9 million early termination fee in exchange for the return of US commercial rights and marketing materials. The company has secured a new distribution partner, Market Performance Group (MPG), a leading omnichannel commerce agency, to manage Eroxon® distribution and promotion starting September 1, 2026. This strategic shift from a "launch and step back" to an "actively manage and optimise" model is expected to provide greater control and improved economic participation, with the termination fee and existing cash position supporting working capital into October 2026. Disclaimer*
About this update from Futura Medical Plc
29 June 2026 Futura Medical plc ("Futura", "the Group" or the "Company") New US commercial partner Agreement with Market Performance Group - a leading omnichannel commerce agency Futura Medical (AIM: FUM), the consumer healthcare Group behind Eroxon® that specialises in the development and global commercialisation of innovative and clinically proven sexual health products, today provides an update on its commercial partner status for Eroxon® in the US market. Further to the initial announcement on 13 November 2025 and as outlined in subsequent announcements, in which the Company stated that it was in conversations with Haleon relating to alternative, potentially third party, commercial and distribution strategies and arrangements, the Company has terminated its agreement with Haleon. The Company has also reached an agreement with an alternative distribution partner, Market Performance Group ('MPG'), to distribute Eroxon® in the US. MPG is a leading omnichannel commerce agency that helps brands accelerate profitable growth across retail and eCommerce channels and serving as a trusted partner to many leading health and wellness brands in the US. Termination of Haleon agreement As shareholders are aware, following a high impact launch in October 2024 and significant levels of investment from Haleon, US Eroxon® sales progress has been slower than expected. Alongside this, whilst the market opportunity is clear to both parties, its strategic importance to Haleon has lessened. Futura has therefore reached an agreement with Haleon to terminate its partnership. Futura and Haleon have agreed an early termination fee of $1.9 million. Under the terms of the agreement, Futura has waived its right to the US patent milestone payment in exchange for the return of the US commercial rights to the Company and the rights to use all Eroxon® marketing materials generated by Haleon. Haleon has invested significantly in the development of marketing assets, all of which will be transferred to Futura and MPG, including the existing domain names. In addition, finished product manufactured by Haleon to remedy the recent US stockout will transfer into Futura's ownership. Together, these arrangements will help support a seamless transition between the two partners and help ensure that supply returns to the US market. A Transitional Services A...
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