This invention relates to a loratadine formulation suitable for encapsulationinto asoft gel capsule or suitable dosage unit with improved functionality providingenhancedin vitro dissolution and bioavailability of loratadine. The invention alsoprovides aformulation with improved functionality as a highly concentrated solutionwithin a givenfill volume in order to manufacture as small a capsule as possible tofacilitate consumeracceptance and acceptable manufacturing costs. The invention also relates to aformulation of optimal stability suitable for supporting a fill compositioncompatible withthe soft gel capsule dosage unit.