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First-Ever Over-the-Counter Dual Action Iron Supplement Available at Major Retail Outlets in the United States; Bifera is a New, Innovative Dual Iron Supplement Now on the Market
Date:1/19/2009

Bifera provides the energy and nutritional benefits from iron with virtually no gastrointestinal side effects and is now available without a prescription

ATLANTA, Jan. 19 /PRNewswire/ -- Bifera (www.bifera.com), an over-the-counter iron supplement that offers both heme (protein-based iron) and non-heme iron (plant-based iron) is now available in stores in the United States.

Unlike other iron supplements, Bifera provides two types of iron in one small pill for maximum absorption with virtually no gastrointestinal side effects. Bifera is similar to Alaven's current prescription prenatal supplement PreferaOB, which contains both heme and non-heme iron.

"Bifera provides two types of iron in one small pill for maximum absorption with virtually no GI side effects, including stomach irritation and constipation," said Autumn Akin, Bifera product manager. "Bifera can be taken on an empty stomach, with other multi-vitamin supplements and, unlike other over-the-counter iron supplements, Bifera can be taken with acid reduction medications."

According to dietician Marie Spano, MS, RD/LD, FISSN, CSCS (www.mariespano.com), heme iron is the key that unlocks the efficiency of non-heme iron. Recent studies show the heme iron found in Bifera offers 23 times greater absorption than other iron supplements.

"When patients are deficient in iron, their organs aren't performing at maximum capacity and they experience a decrease in energy," said Spano. "I believe Bifera, based on its lack of side effects, will help make people who are iron deficient more compliant with taking the iron they need."

Bifera is recommended for adults already taking supplemental iron, women of childbearing age, pregnant women, people who are anemic, and men and women who simply need more iron in their diet and the energy it provides.

According to Curt Behrens, president of P2B Inc. (www.p2binc.com), a retail sales and marketing company, Bifera is a significant advance in over-the-counter supplements and will transform the iron industry.

"This new iron technology will help millions of consumers and energize a sleepy category for retailers," said Behrens. "Bifera's new entrance into the iron category will appeal to dieticians, repeat buyers and lapsed iron users who are looking for reduced side effects and enhanced energy, all of which encourages patient compliance and repeat customers."


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SOURCE Alaven Consumer Healthcare
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