CHICAGO — Wockhardt USA plans to roll out a private-label version of over-the-counter allergy medication fexofenadine in an easier-to-swallow tablet for 2015 fall allergy season.
Wockhardt said Tuesday that its product, a generic equivalent of Chattem Inc.’s Allegra, is targeted at the rising number of people who have trouble swallowing pills.
According to polling data from Harris Interactive, 40% of adults encounter difficulty swallowing pills, with twice as many women as men having this problem, Wockhardt reported.
"Private label versions of this popular drug are much larger, and in a different shape, than the national brand," explained Phil Tucker, senior director of OTC at Wockhardt. "They are up to 58% larger than Allegra," according to tablet volume calculations conducted by an independent laboratory in November.
Fexofenadine is used extensively by patients with allergies, hay fever and runny nose, and a dosage form closer in size to the national brand Allegra will help retailers grow their private-label share, according to Tucker.
"Private-label volume share for allergy medications in small, more NBE dosage forms (like ceterizine) is over 20 points higher than private-label fexofenadine," he stated. "Consumers may not be willing to try the private-label version because they are intimidated by the size and shape of the dosage form."
Wockhardt’s fexofenadine will come in strengths of 60 mg and 180 mg, and the new dosage form will be showcased through a window in the product carton, which will highlight "easy to swallow" on the label.
Wockhardt said it expects the new product to be ready to ship in June 2015.
"Over-the-counter drugs are a logical extension for our business model," commented Sunil Khera, president of Wockhardt USA. "We are committed to delivering high-quality, innovative OTC products that meet the needs of our retailers and their consumers."
