PIONEERING KIWI INNOVATION IN HEALTHCARE

The remarkable journey of AFT Pharmaceuticals, founded by Dr. Hartley Atkinson and his wife, Marree is a testament to the transformative power of passion, perseverance, and a commitment to improving people’s health.

effective pain relief.

From humble beginnings in a garage with a mere $50,000 in capital, AFT Pharmaceuticals has emerged as a local success story, generating over $150 million in annual global sales. However, Atkinson quickly acknowledged that the path to success had been challenging, and the company’s evolution remains an ongoing process.

At the core of AFT Pharmaceuticals is an unwavering ethos centred around selling products that genuinely enhance individuals’ health. Unlike many other pharmaceutical companies, Atkinson and his team have consistently prioritised patient well-being, believing that certain drugs like codeine or opioids should not be widely used. In pursuit of this vision, AFT developed and patented Maxigesic, an alternative analgesic that avoids these substances while providing

Innovation lies at the heart of AFT’s approach, addressing unmet needs that larger pharmaceutical companies often overlook due to the limited commercial potential. AFT’s dedication to tackling challenging conditions is exemplified by products like Pascomer, a cream for treating a rare disfiguring skin condition called facial angiofibromas in children, a topical treatment for strawberry birthmarks in newborns, and an antibiotic eye drop for combating superbug eye infections.AFT’s commitment to making these products available is evident in its decision to fund research from profits generated by existing products.

What sets AFT Pharmaceuticals apart is its emphasis on over-the-counter innovation. AFT continually develops products that address specific patient needs through independent global studies and collaborative relationships with doctors in Austin, Texas, and Barcelona, Spain. Dr Atkinson acknowledged the complexity of product development, especially when large-scale clinical trials are involved. Yet, AFT has obtained approvals in more than 60 countries worldwide, including every European Union nation and the United States. The company takes pride in being the first New Zealand-based company to gain approval for a clinical trial-driven patented pharmaceutical in these regions.

A shining star in AFT’s portfolio is Maxigesic, a unique combination pain relief medication that has gained significant popularity since its introduction in New Zealand in 2010. Clinical trials conducted in the United States have demonstrated that Maxigesic provides 78 percent more effective pain relief than paracetamol alone and 36 percent more relief than ibuprofen when taken at the maximum dose. The effectiveness of Maxigesic against these two common pain relievers is undeniably clear.

Building on its success, AFT Pharmaceuticals recently launched into supermarkets and pharmacies nationwide for Maxigesic Cold & Flu Hot Drink. This world-first product has combined paracetamol and ibuprofen in a lemon-flavoured beverage to effectively alleviate cold and flu symptoms. With the same patented formulation as Maxigesic tablets, the hot drink represents AFT’s commitment to delivering innovative solutions across various formats. Additionally, AFT has a range of Maxigesic extensions currently under regulatory approval, with others in the pipeline.

The COVID-19 pandemic has catalysed a heightened interest in personal health and wellness, leading consumers to take greater responsibility for their wellbeing. AFT Pharmaceuticals has observed this trend and experienced substantial growth in the over-the-counter medicines sector. AFT’s liposomal vitamin C product, Lipo-Sachets, has grown remarkably since the pandemic began.

Looking ahead, AFT Pharmaceuticals is poised for continued growth and innovation. With over 70 new products set to be launched in Australia and New Zealand in the next three years, including potential pre and probiotic offerings, the future holds great promise for this growing Kiwi success story. n