Wockhardt USA LLC Introduces First National Brand Equivalent Fexofenadine for 2015 Fall Allergy Season
Wockhardt USA LLC introduces its newest private label, OTC medication Fexofenadine in a small, easy-to-swallow tablet for next year's fall allergy season.
Wockhardt USA LLC introduces its newest private label, OTC medication Fexofenadine in a small, easy-to-swallow tablet for next year’s fall allergy season.
Fexofenadine is used extensively by patients with allergies, hay fever and runny nose.
Wockhardt is emphasizing the smaller size to appeal to the growing number of people who have trouble swallowing pills. According to polling data from Harris Interactive, 40 percent of the adult population has trouble swallowing pills and approximately twice as many women as men have trouble taking pills.
Wockhardt’s entry into the private label market addresses this demographic with a smaller pill size.
“Private label versions of this popular drug are much larger — and in a different shape - than the national brand (Allegra)” said Phil Tucker of Wockhardt. “They are up to 58% larger than Allegra*.”
*Based on tablet volume calculations conducted by independent laboratory, November, 2014
According to Tucker, a dosage form that is closer in size to the national brand Allegra will help retailers grow their private label share.
“Private label volume share for allergy medications in small, more NBE dosage forms (like Ceterizine) is over 20 points higher than private label Fexofenadine. Consumers may not be willing to try the private label version because they are intimidated by the size and shape of the dosage form,” he said.
Wockhardt anticipates the new product will be ready to ship in June of 2015. The products will be available in 60mg and 180mg strengths and be manufactured/packaged at a contract manufacturing facility with a strong FDA quality/compliance history. The new dosage form will be showcased through a window in the carton and “Easy to Swallow” will be flagged on the carton.
“Over-the-counter drugs are a logical extension for our business model” stated Sunil Khera, President of Wockhardt USA LLC. “We are committed to delivering high quality, innovative OTC products that meet the needs of our retailers and their consumers.”
Wockhardt USA LLC is an indirect subsidiary of Wockhardt Ltd., a global pharmaceutical and biotechnology organization, providing affordable, high-quality medicines for a healthier world. Wockhardt Ltd. is India’s leading research-based global healthcare enterprise with relevance in the fields of pharmaceuticals, biotechnology and a chain of advanced specialty Hospitals. Wockhardt has 3 research centers and 12 manufacturing plants, with businesses ranging from the manufacture and marketing of pharmaceutical and bio-pharmaceutical formulations, active pharmaceutical ingredients (APIs) and Vaccine.