By Marta Falconi and Hester Plumridge 

ZURICH-- Novartis AG unveiled Tuesday a sweeping overhaul of its product portfolio, selling two units and buying another in a series of transactions worth more than $25 billion.

Basel-based Novartis said it is acquiring the oncology unit of Britain's GlaxoSmithKline PLC for around $14.5 billion. The Swiss pharmaceutical giant is also selling its vaccines unit to Glaxo for $5.25 billion. Both deals include provisions for milestone payments that could raise the total values.

Novartis and Glaxo are also planning to combine their consumer divisions, which sell medicines that don't require a prescription.

The deals are the long-awaited culmination of a Novartis review of its businesses that the company has been conduction since last year. The transactions bring Novartis higher-margin products, such as cancer drugs, and remove the low-margin vaccine business, which depends on scale.

The overhaul refocuses Novartis on a handful of areas in which the company will have scale to compete, rather than maintaining small presences in a host of markets. The new structure marks a sea change from the era of former Chairman Daniel Vasella, who built Novartis into a sprawling health care conglomerate through acquisitions.

"The transactions mark a transformational moment for Novartis," Chief Executive Joe Jimenez said. The company said it expected sales, core operating income growth rates and margins to improve because of the deals.

The transactions, which will strengthen Novartis's position in melanoma and hematology, also reshape Glaxo, focusing its business on respiratory, HIV, vaccines and consumer health products. Those four areas will account for roughly 70% of the British company's total sales.

Glaxo will take charge of the combined consumer health operations, which will be one of the world's largest over-the-counter drugs businesses, with annual revenue of around GBP6.5 billion ($10.9 billion). Glaxo will own 63.5% of the business, which will be run by its current consumer health head, Emma Walmsley.

The deal will also widen Glaxo's lead as the world's largest provider of vaccines, strengthening its position in the meningitis vaccine market and the U.S. The new business will have more than 20 vaccines in development.

The transactions come against a backdrop of increased mergers-and-acquisition activity in the pharmaceutical space that has seen deal values jump 40% in the first quarter, according to data tracker Dealogic. Many drug companies have paid down debt taken on during a buying spree in the earlier 2000s and are now generating lots of cash they want to put to work.

Prescription drug makers are also attracted to acquisitions because deals can allow them cut costs and scale back research and development. Generic drug makers are seeking to gain scale as both competitors and customers bulk up.

Pfizer and AstraZeneca have discussed combining their operations in recent months, though it is unclear if talks are ongoing. Separately, activist investor William Ackman and Valeant Pharmaceuticals International Inc. are seeking to buy Allergan Inc., according to a filing on Monday.

Though Novartis investors have expected the company to cut some kind of a deal since it sold a diagnostics business to Spain's Grifols S.A. last year, the scope of the transformation took some by surprise.

"The scale of the changes is really astonishing," said Birgit Kulhoff, a fund manager with private bank Rahn & Bodmer in Zurich, which owns Novartis and Glaxo shares. Ms. Kulhoff said Novartis's risk profile would increase "slightly" because of the new set up, but said the challenges, such as patent expirations that the company is facing or will face in the future, are manageable.

Shares of Novartis rose more than 2% to 76.20 Swiss francs in midmorning trading, reflecting enthusiasm for the deals. Glaxo shares were 5.3% higher in London.

In a separate deal, Novartis also announced it is selling its animal health division to Eli Lilly and Company for around $5.4 billion.

Novartis said it has also started a separate sales process for its flu business, which is excluded from the transaction with Glaxo.

Write to Marta Falconi at marta.falconi@wsj.com and Hester Plumridge at Hester.Plumridge@wsj.com

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