Noweda Launches 11en-Pharma to Boost Private-Label Drug Expansion

Pharmaceutical wholesaler Noweda is expanding its focus on private-label brands. The company plans to launch a new subsidiary, 11en-Pharma, to manage and grow this segment. The move builds on its existing success with the 'Die Apotheke hilft' product line, which sold around 3.5 million units last fiscal year. Noweda will create 11en-Pharma to oversee procurement, supply, and distribution of private-label products to pharmacies. The name hints at both a playful touch and a prime position in pharmacy stock systems. A partnership with Jutapharma will support the supply of these products.

The new subsidiary will rely on funding from member pharmacists, who can invest in 11en-Pharma starting in March. Active members will have the chance to buy shares for a modest amount. Pharmacists involved in the scheme must meet a minimum monthly purchase requirement for private-label items.

Noweda also encourages pharmacists to recommend private-label products when they are suitable and beneficial for patients. This push aligns with the company’s broader strategy to strengthen its private-label offerings. The launch of 11en-Pharma marks a significant step for Noweda’s private-label business. Member pharmacists will help fund and shape the subsidiary while meeting purchase commitments. The initiative aims to increase the availability and appeal of private-label products in pharmacies.