Vitamin D drug is world’s ‘most profitable’ brand

Marketing Week has discovered what appears to be the most expensive, and probably most profitable, consumer branded product in the world.

According to a Liverpool pharmacist, a prescription drug derived from vitamin D – found naturally in kippers and eggs – is probably the most world’s most expensive product.

The drug, called alfacalcidol, is produced by Danish company Leo Pharmaceuticals as One-Alpha. It is used to treat kidney disorders and some skin conditions. A pack of 100 Alpha-One capsules, each containing 250 nanogrammes, costs 11.78.

Liverpool pharmacist Kevin Shannon says that if the alfacalcidol was made in its pure form into a one-kilo bag, the equivalent to a bag of sugar, it would cost 471m. A spokesman for Leo Pharmaceuticals says that synthesising a kilo of alfacalcidol can cost up to 10m.

“The NHS is paying for probably the most expensive and profitable product in the world,” says Shannon.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here