Novartis Consumer Health follows homeopathic trend with Theraflu Cold Pursuit

PARSIPPANY, N.J. To date, there’s only been one notable company to take its venerable homeopathic brand and extend that brand into allopathic therapies. Now there’s a company, Novartis Consumer Health, that’s taking its venerable traditional brand of cough-cold therapies and line extending it with a homeopathic offering — Theraflu Cold Pursuit.

The move signifies the arrival of homeopathy to the mass consumer and at the same time may attract a new shopper to the concept of homeopathy, as the new product will be brand-blocked alongside Novartis’ other Theraflu offerings.

Formulated with two homeopathic cough-cold ingredients, the berry-flavored Theraflu Cold Pursuit begins shipping Aug. 1.