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Rally Labs
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The $90bn consumer pharma category is characterized by sterile brands and a resolute focus on the aging Baby Boomers -- to the exclusion of younger Millennial consumers. With very different health concerns and media habits, Millennials are a neglected segment that presents a massive market opportunity in the consumer health space. Blowfish is building an over-the-counter (OTC) drug platform that's tailored to the Millennial lifestyle, and has launched by starting with the most youthful and social of ailments: hangovers.Blowfish (www.forhangovers.com) is an FDA-regulated morning-after hangover remedy that has built a loyal following by offering a convenient and reliable solution that capitalizes on the fact that, for our target consumers, hangovers are a badge of honor and a natural part of the social conversation. Blowfish is carried in over 11,000 stores nationally. We are currently developing products in other OTC verticals aimed at helping Millennials get past common ailments and get on with their lives.