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Perrigo Prioritizes Innovating First After Following OTC Brands To Market

 
• By Eileen Francis

Perrigo’s "national brand better" approach includes adding "better" value to generic equivalents that branded aren't offering, says President and CEO Murray Kessler. Prevacid 24 HR acquisition puts Perrigo at top of 15-mg lansoprazole PPI brand sales as well as in the generics market.

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Perrigo Co. PLC isn't waiting for OTC brands to offer line extensions before it innovates with additional versions of generic equivalents that a brand isn't offering, says president and CEO Murray Kessler.

Perrigo's history with the 15-mg lansoprazole OTC proton pump inhibitor formulation initially available in the Prevacid 24 HR brand is

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