Unfortunately it's a patented formula. There is no generic. I agree it's expensive, but worth every penny in my book. Here in Australia Blackmores has the distribution rights and stores charge anything from $30-50. It pays to shop around. There are some on eBay going for only $25, so it really varies. I get mine from the local Woolworths supermarket for $30. The competition is Coles supermarket, and they charge around $45. Go figure!