Allegra expands brand

BRIDGEWATER, N.J. — Chattem recently catapulted its Allegra brand into the anti-itch space with the launch of Allegra Anti-Itch Intensive Relief Cream.

Formulated with a skin protectant and topical analgesic, the brand extension will certainly turn a few heads as the Allegra brand name now will be featured in the first-aid section. Anti-itch as a category generated $481.6 million in sales for the 52 weeks ended April 21, climbing 1.8%, according to IRI data across total multi-outlets.