Chattem (acquired by Sanofi in 2010) developed a new, over-the-counter (OTC) solution for allergy sufferers. Intended to work with traditional allergy treatments, this new offering targeted secondary allergy symptoms (fatigue, lack of mental clarity, trouble sleeping and other symptoms) that were not being alleviated by existing allergy medications. Because allergies are typically seasonal, consumers must be reeducated at the start of each season for allergy products to remain top-of-mind and relevant. With increasing competition and retailers’ reluctance to give the allergy category more space, the allergy aisle was becoming very crowded and confusing to consumers. Chattem’s new OTC product, a drug-free allergy health supplement will be introduced as “from the makers of Allegra Allergy” which leverages its Rx history and is crucial in the seasonal allergy market.