The approval means the new formulation is now available to men on the other side of the Atlantic, allowing sufferers of ED to attempt sexual activity at any time between doses, rather than during the narrow time frame dictated by the 'on demand' version. According to Lilly, the once daily Cialis formulation is intended for men who anticipate more frequent sexual activity (i.e. twice weekly), and contains a lower dose than the previously approved version that is taken as needed. This time last year Lilly acquired ICOS for $2.3bn, giving the firm full control of the Cialis empire, previously a joint venture between the two. Over 2006 Cialis generated worldwide sales $971m, and is one of the key competitors of Viagra (sildenafil citrate), Pfizer's blockbuster erectile dysfunction treatment that generated a hefty $1.7bn in 2006. The newly approved formulation, aside from offering perhaps a more convenient and attractive option to men, will also be no more taxing on their wallets. According to Lilly, the wholesale pricing for the once-daily Cialis will be comparable to the as-needed formulation, so that patients who currently use two or more pills of the as-needed version should not have higher treatment costs through using the once-daily product. Gaining EU approval in June last year, the once-a-day product is currently available only in parts of Europe, but introduction to further countries is expected throughout 2008.