Experts say cheap cold and flu pills work just as well

Price difference between brands is large

A packet of sixteen Lemsip All-In-One Max Strength tablets retails at £7.30, which is more than twenty times the cost of basic paracetamol pills. Both products contain 500mg of paracetamol to relieve pain and reduce fever without treating the underlying infection. The expensive version also includes phenylephrine, a decongestant meant to clear nasal congestion by constricting blood vessels.

Regulators question effectiveness of some ingredients

Prof Jayne Lawrence from the University of Manchester notes there is little evidence that phenylephrine works when taken as a tablet. The US drug regulator proposed removing this ingredient in 2024 because it is not effective, though the proposal remains unfinalised. Some remedies include guaifenesin to loosen mucus, but studies on its benefit show conflicting results ranging from improvement to no effect.

Marketing influences where products sit

Bigger brands spend more money on in-store adverts and displays to promote their expensive items at eye level. A former manager at a large chemist chain explained that budget alternatives are often tucked away on bottom shelves instead. Popular remedies may also contain up to 65mg of caffeine per pill, acting as a mild stimulant similar to instant coffee.