PanaNatra is a plant-based line of nutraceutical products. With these supplements, Haleon has created an alternative painkiller option for natural enthusiasts, who don’t wish to address the issue with drugs. The ingredients used in the product are branded and clinically studied, therefore making this option appealing to consumers who seek proof of efficacy as well. Instead of competing with Panadol, the company is thus addressing an additional demographic group – a growing population of consumers that prefer natural, clinically supported alternatives.
With Excedrin the pharma giant is focusing on addressing a full lifecycle of a need state, not just the disease itself. The nutraceuticals are complementary to the company’s OTC drug, with a focus on prevention and better recovery and are, again, addressing a wider range of consumers.