Novartis' Sandoz branding reaches US

Geneva Pharmaceuticals, the US generics unit of Swiss drug majorNovartis, will now be conducting its operations under the company name Sandoz. The change of identity is part of a worldwide initiative by the European firm to unite its generics operations under one corporate umbrella.

John Sedor, chief executive of Sandoz US, said: "all of Novartis' generics companies sharing one common name will emphasize and strengthen our global network. We have the ability to obtain products more efficiently and leverage each other's strengths. Also, we are delighted to become Sandoz, a name with tremendous history and a solid reputation."