Bayer will relaunch Alka-Seltzer Plus as Alka-Seltzer Cold in 2026, a rebrand the company says will bring “a more intuitive brand architecture, simplified packaging and value-focused options designed to make the cough/cold aisle easier to shop.”
The relaunch is aimed at helping consumers when they are sick, pressed for time and looking for trusted solutions that are easy to understand at the shelf. The company said the move addresses category confusion, lower brand meaning in cough/cold and growing sensitivity to price and value.
Planned changes include the new Alka-Seltzer Cold name, streamlined symptom-led packaging and lower-priced entry sizes. Alka-Seltzer Cold products also will carry a money-back guarantee.
“When consumers are sick, fast relief matters. That is why we are relaunching Alka-Seltzer Cold with a simpler, symptom-led pack design that helps shoppers quickly and confidently choose the right product,” said Trevor Thrun, U.S. president of Bayer Consumer Health. “By making the path to fast relief easier, we are delivering what consumers need most, so they can get back to the people and responsibilities that matter.”
What informed the relaunch
Bayer said the relaunch is grounded in three consumer realities shaping the cough/cold aisle: consumers need clarity in cough/cold relief; the category can be difficult to shop, especially when symptoms make quick decisions more important; and affordability and pack size matter more as consumers seek practical value in everyday health purchases.
The relaunch will roll out in 2026 at national mass, drug and food retailers in the U.S.
Bayer is a global life sciences company focused on health care and nutrition. In fiscal 2024, the group employed around 93,000 people and had sales of 46.6 billion euros.