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Aleve Hops Over The Counter


In Business This Week

ALEVE HOPS OVER THE COUNTER

Headache? Sinus cold? Soon you'll find one more pain remedy in your druggist's already jammed analgesics shelf. The Food & Drug Administration on Jan. 11 approved Aleve, based on top-selling prescription drugs Naprosyn and Anaprox, for over-the-counter sales. Procter & Gamble and Syntex, which created a joint venture in 1988 to market the drug, will kick off consumer advertising this spring as they attempt to establish Aleve in the three years they have exclusive rights to the formula. One likely pitch: that Aleve's relief lasts longer than competing painkillers'.EDITED BY KEITH H. HAMMONDS


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