What Theraflu does

Theraflu is an over-the-counter cold and flu medicine brand owned by Haleon plc (spun off from GSK in 2022), operating primarily in the United States with additional distribution in Bosnia and Herzegovina, Bulgaria, Croatia, Czech Republic, Korea, Mexico, Poland, Romania, Russia, Slovakia, and Ukraine. The brand sells a multi-format product portfolio addressing nasal congestion, sore throat, headache, body ache, fever, sinus congestion, and cough, with delivery systems spanning hot liquid powders, syrups, caplets, soft chews, and nasal mists in both daytime and nighttime formulations. Core active pharmaceutical ingredients include acetaminophen (pain/fever), dextromethorphan HBr (cough suppressant), diphenhydramine HCl (antihistamine), guaifenesin (expectorant), oxymetazoline HCl (nasal decongestant), and pseudoephedrine (Theraflu-D sub-line). Notable proprietary features include a patented nasal mist with a 2X shorter nozzle and one-thumb press button, a cooling-sensation nasal spray variant, single-dose hot liquid powder packets, and portable soft chew tablets. The brand explicitly markets itself as phenylephrine-free in response to FDA's proposed order on oral phenylephrine efficacy.

Theraflu generates revenue through one-time OTC consumer purchases at standard retail price points across major US pharmacy chains, mass retailers, grocery, big box, and convenience stores, with select formulations (Theraflu-D) sold at pharmacy counters due to pseudoephedrine content. The go-to-market model is product-led growth via broad retail distribution, supplemented by an educational Health Hub content resource, an interactive symptom quiz, active social media presence on Facebook, YouTube, and Twitter, and the Haleon Huddle email-based coupon/loyalty program offering over $70 in savings on bundled offers. Customer segments are horizontal and consumer-focused, targeting adults and children 12+ experiencing cold or flu symptoms, with particular emphasis on working adults who need fast-acting relief. The brand also operates the Right to Rest & Recover social impact initiative in partnership with A Better Balance, addressing paid sick time policy and administering the Rest & Recover Fund, which has committed over $600,000 in microgrants to offset lost wages for families taking unpaid sick days. Therflu has 11-50 employees at the brand level, with brand-specific revenue not separately disclosed as it is reported within Haleon's consolidated consumer healthcare financials.

Name

Theraflu

Legal name

Theraflu (brand owned by Haleon group of companies)

Website

https://theraflu.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Theraflu is a Haleon-owned over-the-counter cold and flu medicine brand selling hot liquid powders, syrups, caplets, soft chews, and nasal mists through US and international retail pharmacies, targeting consumers seeking fast-acting multi-symptom relief.

Ownership category

akta.pro rank

Product category

OTC Cold and Flu Medication

SIC

Pharmaceutical Preparations (2834)

akta.pro primary industry

Cold, Flu & Cough Remedies (HLAIADAB)

akta.pro secondary industries

Allergy, Sinus & Respiratory (Non-Asthma) (HLAIADAC), Nasal Drug Delivery Devices (Sprays/Powder Devices) (HLAHAIAK), Cold, Flu, Cough & Allergy Remedies (Decongestants, Antihistamines, Cough Syrups, Lozenges) (CRADAMAD)

Keywords

• OTC cold medicine
• Flu symptom relief
• Nasal decongestant spray
• Consumer healthcare brand
• Hot liquid powder

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. OTC Pharmaceutical Product Sales: Theraflu generates revenue through the sale of over-the-counter cold and flu medications. Products are sold in various formats (hot liquid powders, syrups, caplets, nasal mists, soft chews) through retail pharmacies and stores. Revenue is derived from one-time consumer purchases at retail price points.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Theraflu manufactures and sells over-the-counter cold and flu medications for nasal congestion, sore throat, headache, body ache, fever, sinus congestion, and cough. Products are offered across multiple delivery formats including hot liquid powders, syrups (ExpressMax), caplets, soft chews, and nasal mists with both daytime and nighttime formulations. The brand is owned by Haleon (formerly GSK Consumer Healthcare) and distributed through retail pharmacies, mass retailers, and international markets.

Product overview

Theraflu is an over-the-counter cold and flu medicine brand under Haleon (formerly GSK Consumer Healthcare) offering a comprehensive portfolio of symptom-relief products. The product line centers on three delivery formats: Hot Liquid Powders (dissolved in hot water for fast absorption), Syrups (ExpressMax formulas in various flavors), and Caplets/Soft Chews (for on-the-go relief). Core products include Daytime/Nighttime Severe Cold Relief Hot Liquid Powders in multiple flavors (Honey Lemon, Berry Burst, Honey Ginger, Apple Cinnamon), Flu Relief Max Strength products in both hot liquid and syrup formats, Severe Congestion Relief Nasal Mists (with and without cooling sensation), and Soft Chews. Theraflu products are phenylephrine-free and utilize active ingredients including acetaminophen (pain/fever relief), dextromethorphan HBr (cough suppressant), diphenhydramine HCI (antihistamine/cough suppressant), guaifenesin (expectorant), and oxymetazoline HCl (nasal decongestant for sprays). The brand positions itself around fast-acting, multi-symptom relief with great-tasting formulations.

Differentiator

Problem solved

Functional benefit

Brands

• ExpressMax: Theraflu ExpressMax product line featuring syrups and caplets for cold and flu relief
• Theraflu-D
• Right to Rest & Recover

Products and services

• Severe Congestion Relief Nasal Mist A nasal spray decongestant formulated with oxymetazoline HCl that provides up to 12 hours of relief from severe nasal congestion. Features a one-press button design with a 2X shorter nozzle versus leading nasal sprays.
• Severe Congestion Relief Nasal Mist + Cooling A nasal spray decongestant with oxymetazoline HCl delivering up to 12 hours of relief plus a cooling sensation, featuring patented breakthrough technology with a one-thumb press mechanism.
• Daytime Severe Cold Relief Honey Lemon Flavor Hot Liquid Powder Multi-symptom severe cold hot liquid powder with honey lemon flavor containing acetaminophen for pain/fever relief and dextromethorphan HBr for cough suppression; dissolves in hot water for fast-acting relief.
• Nighttime Severe Cold Relief Honey Lemon Flavor Hot Liquid Powder

Quantifiable outcome

• Up to 6 hours of flu symptom relief from maximum strength formulations
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• A Better BalancecoreStrategic or Co-development Partner · 1 January 2021Theraflu partnered with A Better Balance, a national legal advocacy organization dedicated to advancing work-family justice, to help workers understand their rights regarding paid sick time. A Better Balance provides a free, confidential helpline connecting workers to workplace rights experts and has helped guarantee paid sick time and family leave for millions across the nation since 2006.
• Rest & Recover FundcoreOthersTheraflu founded the Rest & Recover Fund to offer families microgrants helping offset lost wages from taking unpaid sick days. The fund is committed to supporting thousands of families with over $600,000 in microgrants. The initiative addresses the 28 million U.S. workers who face financial hardship when forced to choose between working sick and losing wages.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Robitussin: Robitussin is another Haleon-owned OTC cough/cold brand (alongside Theraflu), making it an internal portfolio peer. Both brands offer multi-symptom cough and cold relief products using similar active ingredients like dextromethorphan and guaifenesin.
• Sudafed: Johnson & Johnson/Kenvue's Sudafed brand directly competes with Theraflu-D products, both containing pseudoephedrine as an oral nasal decongestant. Both brands offer behind-the-counter availability for PSE-containing formulations and target severe congestion sufferers.
• Mucinex: Reckitt Benckiser's Mucinex is a direct OTC cold/flu competitor offering multi-symptom relief products including extended-release bi-layer caplets and maximum strength formulas. It competes directly with Theraflu's ExpressMax line for multi-symptom relief on retail shelves.
• NyQuil/DayQuil: Procter & Gamble's NyQuil and DayQuil (under the Vicks brand) are direct competitors to Theraflu's daytime/nighttime severe cold and flu syrups and caplets. They share the same shelf space, similar active ingredients (acetaminophen, dextromethorphan), and target consumer occasions.
• Tylenol Cold & Flu: Johnson & Johnson's Tylenol Cold & Flu products directly compete with Theraflu in the OTC cold/flu category, offering comparable multi-symptom relief formats including caplets, liquids, and powders. Kenvue (formerly J&J consumer health) operates the brand as one of the largest OTC pain/cold franchises.
• Alka-Seltzer Plus: Bayer's Alka-Seltzer Plus offers effervescent cold/flu relief tablets in a distinctive format that competes with Theraflu's hot liquid powders. Both target consumers seeking fast-acting, drinkable cold/flu relief products.
• Vicks: P&G's Vicks brand encompasses VapoRub, NyQuil, DayQuil, and other cold/flu products that compete directly with Theraflu across multiple formats and use cases. Vicks has strong brand heritage and broad retail distribution comparable to Theraflu.

Broad incumbents

• Haleon: Haleon is Theraflu's parent company and a broad incumbent in global consumer healthcare, owning Advil, Sensodyne, Centrum, and other major OTC brands. As parent, Haleon provides scale, R&D, and distribution infrastructure that defines Theraflu's competitive positioning.

Emerging players

• Zicam: Zicam offers zinc-based cold shortening products (lozenges, nasal swabs) as an alternative to traditional symptom-relief medications. It competes with Theraflu for cold sufferers seeking distinct mechanisms of action and at-home remedy positioning.
• Coricidin HBP: Bayer's Coricidin HBP targets the niche of high blood pressure sufferers seeking cold/flu relief, addressing a specific use case adjacent to Theraflu's broader audience. It represents an emerging specialized competitor in the cold/flu space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/theraflu
• YouTubeyoutube.com/channel/UC4zl7KFQ8wIcMBsJpMZb4LA
• Facebookfacebook.com/TherafluUS

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Theraflu