GSK will hold a 68 percent stake and Pfizer the remaining 32 percent of the new joint venture, which will be the world's largest over-the-counter medicines business. The move will represent a breakup of GSK, which currently generates around a quarter of its revenue from such consumer products, according to The Wall Street Journal. The Wall Street Journal: Pfizer, Glaxo To Combine Consumer-Health Businesses Pfizer Inc. and GlaxoSmithKline PLC plan to combine their consumer-health units, and eventually spin off the joint venture—creating a global giant selling drugstore staples like Advil and Sensodyne toothpaste. The deal announced Wednesday is an unexpected ending to a yearlong process by Pfizer to shed its consumer business, as it and other pharmaceutical companies focus more on higher-margin prescription-drugs. Glaxo has been pursuing the same focus, though has until now stayed committed to its consumer business, which its chief executive led before her promotion to the top job.