Walt-Mart/Sam's Club to Launch Co-Branded Insulin

Brandweek, Sept 4, 2000

BENTONVILLE, ARK.--Novo Nordisk Pharmaceuticals and Wal-Mait team for the introduction of a co-branded insulin to be sold exclusively at Wal-Mart and Sam's Club pharmacies. Three variations of Novo's Novolin human insulin will be sold under the ReliOn brand name, Wal-Mart's brand of diabetic products which includes glucose tablets, syringes and lancets, ReliOn insulin will be offered as a lower cost option, and marks the first time a retail chain will market its own brand of prescription drug.

While Novo is the leading worldwide supplier of insulin and diabetes care products, the partnership gives Novo easier access to the approximate $1.2 billion US. insulin market, which Eli Lily currently dominates domestically.