Prilosec OTC Has Retailers Staying Up Late; “BurnTown” Preview Underway
This article was originally published in The Tan Sheet
Executive Summary
Wal-Mart is shipping "pre-awareness" promotional kits for Procter & Gamble's Prilosec OTC (omeprazole) to its stores in anticipation of the heartburn prevention drug's Sept. 15 launch
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Perrigo has acquired marketing rights for a potential generic version of Prilosec OTC, but litigation against the firm's partner Dexcel Pharma by AstraZeneca could block generic OTC omeprazole through 2019
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