As part of a trial to market immunizations directly to consumers, biotech firm PowderJect has sold 35,000 doses of flu vaccine to the Asda supermarket chain in the United Kingdom. Beginning on Oct. 12, 256 participating Asda stores will offer influenza vaccinations in private consulting rooms. The shots will cost 12 pounds each, approximately two times what the National Health Services pays for the vaccine, and depending on the public's response to the offer, store officials say the offer could become an annual event. PowderJect noted that the pact has opened a new distribution channel that may eventually lead to other direct-to-consumer immunizations for yellow fever and traveler's diarrhea.