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Futura Medical PLC on Monday said it has struck an agreement with Market Performance Group to distribute Eroxon in the US after ending a deal with Haleon PLC. Last November the Guildford, Surrey-based developer of sexual health products said it was talking with consumer goods firm Haleon relating to alternative, potentially third party, commercial and distribution strategies and arrangements. On Monday, Futura Medical said despite a ‘high impact’ launch in October 2024 and ‘significant’ levels of investment from Haleon, US sales progress of its treatment for erectile dysfunction Eroxon 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 which, alongside the company’s previously stated cash position, is expected to provide working capital into October. Futura Medical said it continues to ‘actively consider a number of dilutive and non-dilutive funding and strategic initiatives’ to extend the group’s cash runway. Under the deal with MPG, 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. A transitional services agreement has been completed between Haleon and Futura to ensure a seamless transition to MPG. MPG will take commercial control of the US market from September 1 at the end of the agreement period. Princeton Junction, New Jersey-based Market Performance Group is a commerce and consulting agency that helps consumer packaged goods brands optimise marketing strategies. Futura Medical Chief Executive Alex Duggan said: ‘MPG has a fantastic track record of partnering with consumer healthcare brands and has excellent relationships with key retailers across the US.’ ‘The scale of the market opportunity remains strong, and we believe success in the US is both achievable and significant with the right targeted marketing and distribution strategy. As such, I am delighted to be partnering with MPG in this market.’ Shares rose 9.2% to 0.55 pence each in London on Monday morning. Copyright 2026 Alliance News Ltd. All Rights Reserved.
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