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iNova Pharmaceuticals modernises the Gold Cross range

Following the acquisition of the GOLD CROSS product range in 2018, The Pharmacy Guild of Australia and iNova Pharmaceuticals embarked on an exciting era of collaboration. The iconic portfolio continues to grow with ongoing development of the range extending to a host of new products.

Bursting with trusted family favourites, the product range is manufactured in Australia and exclusively supported and endorsed by the Guild. The portfolio spans over forty pharmacy-only products that Australians have trusted for over 50 years, helping treat a broad range of ailments including coughs and colds, skin irritations, cuts, abrasions, and digestive complaints.

It’s noteworthy that many of the remedies have been in existence longer than the GOLD CROSS brand itself. A primary reason many of the products were developed was due in no small part to their time-tested effectiveness. In some cases, records of product use span over 100 years.

Importantly, you won’t find any medicines on supermarket or health store shelves as GOLD CROSS supports pharmacy only — a trusted, respected, and highly sought pharmacy-only brand. From humble beginnings, with only a handful of products available, today it is estimated that the majority of community pharmacies in Australia stock at least one of the product portfolio.

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iNova Pharmaceuticals identified the potential in the range, and in 2020, was delighted to relaunch the brand with increased investment, extending to new, modern packaging supported by consumer advertising. Andrew Jenkin, Managing Director of iNova Pharmaceuticals, believes that the traditional remedies from GOLD CROSS are just as important today as they were 50 years ago.

‘iNova Pharmaceuticals acquired the GOLD CROSS product range because we recognised this range had many remedies which maintained longevity and relevance to consumers that would exceed the passage of time. We recognised then, as we do today, the growth potential of the products, and we are delighted to continue to invest in the range.

‘As a result, iNova has significantly increased investment in the GOLD CROSS product range in 2020, showcasing new advertising, modern packaging, a new website and point of sale. Finally, we continue to work with The Pharmacy Guild as we increase our support of this range in pharmacy,’ Mr Jenkin outlined.

The packaging of the entire range had dated, and it was difficult to identify with the products. One significant change to the packaging has seen the introduction of clear colour-coding to assist shoppers and pharmacy staff identify the product being sought. The product name is also larger and easier to identify.

The range is now divided into five clear segments: Cough & Health, First Aid, Wellbeing, Specialist Skin and Household. The colour-coding assists shoppers to identify the product, and also assists pharmacy staff to locate the product on the shelf.

Mr. Jenkin enthusiastically remarked, ‘The team at iNova are passionate about the GOLD CROSS range. There is a new website, and in 2020, an inaugural advertising campaign will promote key products to consumers.’

Gold Cross Products & Services Pty Ltd is a fully owned subsidiary of The Pharmacy Guild of Australia and endorses products and services badged with the Guild’s logo. The GOLD CROSS logo has been in use since 1962 and has become a symbol of community pharmacy services, trusted products paired with quality advice. Sales of GOLD CROSS branded products directly assist The Pharmacy Guild of Australia and are put back into supporting the Guild to promote community pharmacy, particularly in developing new initiatives and expanding the role of pharmacists.

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