How Brand Manufacturers Produce Their Own Generic Versions

When a popular brand-name drug loses its patent protection, you might expect a flood of cheap generics from competing companies. But here’s something you might not know: the same company that made the original brand-name drug often produces the first generic version too. This isn’t a loophole or a mistake-it’s a deliberate strategy called authorized generics.

What Exactly Is an Authorized Generic?

An authorized generic is the exact same drug as the brand-name version, made in the same factory, with the same ingredients, same shape, same color, and same packaging-except for the label. It’s not a copy. It’s the real thing, just sold under a different name and at a lower price. The FDA confirms that authorized generics are identical to their brand-name counterparts in every way except for branding. They don’t need new clinical trials because they’re produced using the same data and processes the original drug was approved with.

For example, when Pfizer’s drug Lipitor lost patent protection in 2011, Pfizer didn’t just sit back and watch competitors take market share. They launched their own authorized generic version-identical to the brand-just with a different label. Within months, they captured nearly a third of the generic market. This wasn’t charity. It was business.

Why Do Brand Companies Make Their Own Generics?

It’s simple: if you don’t, someone else will-and they’ll undercut you hard.

When a patent expires, generic manufacturers can legally produce the same drug. Because they don’t spend millions on research or marketing, they can sell it for 80-85% less than the brand. That’s a massive price drop. If the original company does nothing, they lose almost all their revenue overnight.

By launching their own authorized generic, brand manufacturers do three things:

1. They keep a slice of the market instead of losing it all.
2. They control the quality and supply-no risk of inconsistent generics from unknown makers.
3. They slow down the price crash. Instead of dropping to $10 a pill, the price might only fall to $25, because the authorized generic sits in the middle: cheaper than the brand, but not as cheap as the competition.

According to Drug Patent Watch, 68% of the top 50 brand-name drugs that lost patents between 2018 and 2022 had authorized generic versions introduced by the original company. That’s not a coincidence. It’s a playbook.

How Is It Made? Same Factory, Same Process

You might think making a generic requires a whole new setup. It doesn’t. Authorized generics are made on the exact same production lines, with the same equipment, same workers, same quality checks. The only changes are administrative: new labels, new packaging, and a new FDA application called an Abbreviated New Drug Application (ANDA). But because the manufacturer already has all the data on safety and effectiveness, the approval process takes only 6-9 months-not the 17 months it usually takes for a new generic company to get approved.

That’s a huge advantage. Traditional generic manufacturers have to build new facilities, hire staff, train teams, and pass FDA inspections from scratch. The brand manufacturer? They’re already there. They just switch the box.

Take Teva’s Copaxone, a multiple sclerosis drug. When its patent expired in 2019, Teva launched its own authorized generic on day one. They didn’t wait. They didn’t hesitate. They captured 22% of the generic market in just three months. Meanwhile, other generic makers struggled to ramp up production. Teva didn’t just compete-they controlled the timing.

The Price Game: Who Wins and Who Loses?

Here’s where it gets tricky for consumers.

Authorized generics are cheaper than the brand, yes. But they’re often more expensive than the real generics made by other companies. For instance, Eli Lilly’s authorized generic for Cialis cost $85 for a 30-day supply, while other generics were selling for $30. The brand version? $110.

So you’re paying $55 more than the cheapest option, but $25 less than the brand. Is that a deal? Depends on who you ask.

Patients who’ve been on the same pill for years often prefer the authorized generic. They recognize the shape, the color, the taste. On Drugs.com, authorized generics average 4.2 out of 5 stars-higher than traditional generics at 3.8. Many reviews say: “It’s the same pill I’ve been taking for 10 years.” That matters. Familiarity reduces anxiety.

But pharmacists and patients who shop for the lowest price see it differently. A 2023 Reddit thread with 147 comments showed 58% of users felt tricked. “Why is the ‘generic’ from the same company so expensive?” one user wrote. “It’s just a rebrand.”

And here’s the kicker: 64% of patients don’t even know the authorized generic is made by the same company as the brand. The FDA doesn’t require that to be disclosed on the label. So you might think you’re getting a cheap alternative from a different maker, when you’re actually buying the same drug your doctor prescribed-just with a cheaper label.

Regulatory Scrutiny and Legal Battles

This strategy isn’t without controversy. The Federal Trade Commission (FTC) has accused some companies of using authorized generics to block real competition. In 2017, Actavis settled a $448 million lawsuit for using an authorized generic to delay cheaper competitors from entering the market for Namenda, a dementia drug.

The FTC argues that if a brand company launches its own generic right when the patent expires, it can scare off other generic makers who don’t want to compete against a company with deep pockets and full control of the supply chain. In some cases, the brand company even signs exclusive deals with distributors to make sure their authorized generic is the only one stocked in major pharmacies.

But the pharmaceutical industry defends it. PhRMA, the main drug industry group, says authorized generics increase access and choice. They point to FDA data showing 99.7% bioequivalence between brand and authorized generic drugs. That’s nearly perfect.

Dr. Aaron Kesselheim from Harvard Medical School isn’t convinced. In a 2022 JAMA study, he found that markets with authorized generics saw only a 32% price drop, while markets with only traditional generics saw a 68% drop. That means patients paid more overall because the brand company kept prices higher than they could have been.

What’s Next? Biologics and the Future

Authorized generics started with simple pills. Now they’re moving into more complex drugs.

In 2023, Amgen launched the first authorized biosimilar-its own version of the biologic drug Enbrel. Biosimilars are harder to make than pills. They’re made from living cells, not chemicals. Only a few companies have the tech to produce them. By launching its own biosimilar, Amgen isn’t just protecting revenue-it’s setting the standard for how these expensive drugs will enter the market.

By 2027, analysts predict authorized generics will make up 25-30% of the entire generic drug market, up from 18% in 2022. That’s because more drugs are becoming biologics, and fewer companies can make them. The original brand makers are the only ones who can.

Companies like Johnson & Johnson and Novartis are now planning their authorized generic launches years in advance. They’re not waiting for the patent to expire-they’re preparing for it while the drug is still on the market. It’s called a “dual launch.” The brand keeps selling, but the authorized generic is already sitting in warehouses, ready to go the moment the patent ends.

Should You Choose an Authorized Generic?

If you’re looking for the lowest price, skip it. Go for the cheapest generic you can find. But if you’ve had side effects with other generics, or you just want the same pill you’ve always taken, an authorized generic is a safe bet. It’s not a different drug. It’s the same one, just cheaper.

Ask your pharmacist: “Is this an authorized generic?” If they say yes, you can ask if it’s made by the same company as the brand. Most won’t know-but now you will.

And if you’re on a tight budget? Push for the real generic. Don’t settle for the “generic” that’s just the brand in disguise.