- Leading probiotic brand in the USA;
- Cellera begins selling the brand in Brazil in July/20, with 4 SKUs doubling the portfolio in 2024;
- Accelerated growth, +45% CAGR 2021/23 in value.
22/02/2024
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“A Cellera iniciou suas atividades em maio 2017, a partir da aquisição da Delta Farmacêutica e parte dos ativos da Valeant (hoje Bausch & Lomb), com o investimento do Principia Capital Partners em parceria com Omilton Visconde Jr, um expoente empresário do mercado farmacêutico brasileiro.
Since then, Cellera has built its path based on a unique and innovative business model, with a strategic focus on promoting and distributing established brands in the market. This operational model has provided us with accelerated growth and expanded our presence in the sector through major partnerships and acquisitions.
Thus, in the second year of operations, we acquired Pamelor (Novartis) and Benerva (Bayer), in addition to announcing, in the same year, the licensing of the world’s best-selling probiotic: Culturelle from I-health, a company of the DSM group. At that point, we materialized our entry into the prescription drug market.
The following year, we finalized a promotion and distribution agreement with Janssen Pharmaceuticals, which further strengthened our operation and allowed Cellera to double its size. Subsequently, new opportunities arose with the purchase of Tylex (Janssen), as well as new promotion and distribution agreements with Sanofi, Ferring, and Servier.
In fact, the Brazilian pharmaceutical market has some peculiarities. Large pharmaceutical companies generally focus their investments on innovation, directing resources towards the development of high-cost molecules, consequently reducing the promotion of important and prominent products.
Cellera identified an opportunity to take advantage of the 'long tail' of some medications, aiming to maximize the lifespan of these drugs, which often end up suffering a reduction in their promotion. In general, they are still very interesting products, with good revenue and significant sales opportunities. Some pharmaceutical companies, aligned with their investment strategies, prefer to seek partnerships to carry out the promotion and distribution of these drugs rather than discontinuing them. Our goal is precisely to ensure that these brands continue to gain market share."
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