A British-led petition signed by 29,000 people has demanded that Switzerland's Roche, the world's biggest maker of cancer medicines, cut the price of its expensive new breast cancer drug Kadcyla.

The campaign shows the growing pressure on drug companies as a raft of promising new cancer treatments reach the market. U.S. insurers also say they are alarmed by a coming flood of cancer medicines with "astronomical price tags", while pricing rows have flared in France and Italy.

Kadcyla can add about half a year to the lives of some women with inoperable breast cancer but Britain's cost watchdog NICE estimates it costs about 90,000 pounds ($145,000) per patient and is too pricey for the state-run health service.

Roche argues the cost reflects the benefits offered by its innovative treatment. It also disputes the headline price cited by NICE.

For more details, go to: http://www.reuters.com/article/2014/10/21/us-health-cancer-roche-idUSKCN0IA1IB20141021?type=companyNews