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Nuvilex, Inc. Announces New Pricing for Cinnergen and Launch of dLife Advertising and Promotion Campaign
Date:4/8/2009

CHERRY HILL, N.J., April 8 /PRNewswire-FirstCall/ -- Nuvilex, Inc. (OTC Bulletin Board: NVLX.OB), formerly eFoodSafety.com, an emerging healthcare consumer products company with a portfolio of aesthetics, dermatology, environmental and nutraceutical products, announced today that it intends to reduce the suggested list price and launch an advertising and promotion campaign for Cinnergen, a cranberry cinnamon liquid supplement that helps promote healthy glucose metabolism, to raise customer awareness and garner increased demand for the product at a lower price point.

Effective May 1, 2009, Nuvilex' wholly owned subsidiary, Cinnergen, Inc., will reduce the suggested retail price for a 32 ounce bottle of Cinnergen to $26.95 from $34.95. Additionally, lower multi-level wholesale pricing will be established to support the Company's retail partners. Tiered wholesale pricing will range from $186 to $162 per twelve-bottle case ($15.50 to $13.50 per 32 ounce bottle). The Company will discontinue production of its 16-ounce bottle size. The Cinnergen product is sold through leading retail establishments, such as AmeriMark, CVS Caremark, GNC, H E Butt Grocery Company, Hi-Health, RiteAid, USA Drug, Vermont Country Store, Virodyne, Vitamin Shoppe and Wal-Mart.

Nuvilex has separately executed a partnership agreement for the promotion of Cinnergen with dLife, the only multimedia network serving the diabetes community. The dLife advertising and promotion campaign is expected to launch in mid April. Its award-winning multimedia outlets include dLife TV, the only lifestyle TV series for people with diabetes, which airs every Sunday on CNBC at 7:00 PM ET/4:00 PM PT. With more than 80,000 pages of superior content, 9,000 diabetic recipes, and 400 videos, dLife.com is the leading online destination for diabetes information, inspiration and connection. The dLife network also includes: dLifeRadio, featuring the dLife Diabetes Minute, which can be heard on stations around the country and on XM Satellite Radio; and dLifeDirect, the only diabetes cooperative direct-mail program; professional programs; and more.

Phase one of the dLife partnership will include 1.2 million banner ads plus content integration on the dLife website, banner advertising in three upcoming dLife newsletters (350,000 circulation) and banner advertising in the upcoming Rite Aid Connect Newsletter (550,000 circulation). Nuvilex has engaged the Iridium Group to design its web and print placement ads and will also focus on improving its search positions with Google and Yahoo. Nuvilex also intends to promote Cinnergen on WebMD, the leading information website for health information.

"In line with our overall growth objectives for Nuvilex, we must first focus on our strengths and augment our revenue and cash flows from our core products. The best place to start is with Cinnergen, as our belief and the overall customer satisfaction in the product make it a leading supplement for maintaining a healthy metabolism," stated Martin Schmieg, Chairman and Chief Executive Officer of Nuvilex, Inc. "By improving our marketing and sales efforts, we intend to raise awareness and drive demand for Cinnergen. Engaging our retail partners with better pricing while maintaining current gross margin levels will help us in retail positioning, and the lower suggested retail price will be good for current and future Cinnergen users. Furthermore, our partnership with dLife will expose Cinnergen to the large pre-diabetic and diabetic population that is looking for healthy alternatives. We plan to closely monitor and track our Cinnergen advertising and promotion activities and hope to report a significant return on our investment."

Cinnergen operations, as of May 1, 2009, will be centralized to Nuvilex' facilities in Cherry Hill, New Jersey where order processing and fulfillment will be carried out by Nuvilex customer service personnel.

About Cinnergen

Cinnergen is a liquid whole food nutritional supplement that provides vital nutrients to help the body efficiently process sugar, helping to prevent conditions associated with pre-diabetes or diabetes such as insulin resistance and fluctuations in blood sugar (glucose) levels. In addition, Cinnergen may also help the body to more efficiently process fat droplets (lipids) that circulate in blood. One dose (1 fl. Oz.) of Cinnergen delivers amino acids (the building blocks of protein), vitamins, minerals, enzymes, antioxidants, and over a dozen all-natural chemicals derived from plants (including cinnamon bark extract, blueberry leaf extract, ginger root extract, and kelp extract) to the body. Research published in peer-reviewed medical journals suggests that cinnamon bark extract can help to control glucose levels in those who are pre-diabetic or individuals who suffer from type 1 or type 2 diabetes. In addition, studies suggest that two compounds present in blueberry leaf extract--caffeoylquinic acid and caffeic acid--may help to reduce glucose absorption in the small intestine, limit the synthesis of glucose by the liver and kidneys (gluconeogenesis), and speed up the body's metabolism of glucose. Cinnergen contains 0 grams of carbohydrates and fats, has no calories, and does not contain any artificial sweeteners.

About Nuvilex, Inc.

Nuvilex, formerly eFoodSafety.com, is an emerging healthcare consumer products company with a portfolio of aesthetics, dermatology, environmental and nutraceutical products. The company's focus is on developing, licensing and commercializing healthcare products that address the health needs of consumers worldwide. In March 2009, Nuvilex merged with Freedom2 Holdings, Inc., a diversified skin products technology company serving the fast-growing body art, aesthetic, cosmetic and skin therapy markets. More information is available at: www.nuvilex.com or www.freedom2inc.com.

Safe Harbor Statement

Statements contained in this presentation that are not strictly historical are "forward-looking" statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities and Exchange Act of 1934. The forward-looking statements are made based on information available as of the date hereof, and the Company assumes no obligation to update such forward-looking statements. Forward-looking statements are sometimes identified by words such as "intends", "anticipates", "believes", "expects", and "hopes" and involve a number of risks and uncertainties that could cause the Company's actual results to differ materially from projected results. All parties are cautioned that such forward-looking statements involve risks and uncertainties that could cause the Company's actual results to differ materially from those in these forward-looking statements. Such risks and uncertainties include but are not limited to demand for the Company's products and services, the planned share exchange with Freedom2 Holdings, Inc., our ability to secure additional financing, and other factors that may be more fully described in reports to shareholders and periodic filings with the Securities and Exchange Commission.

    Investor Relations Contacts:

    Blair Barnes
    SVP and Chief Financial Officer
    Nuvilex, Inc.
    Ph: 856-433-6088
    Email:  bbarnes@nuvilex.com

    Stephanie Carrington/Amy Glynn
    The Ruth Group
    Ph: 646-536-7017/7023
    Email: scarrington@theruthgroup.com
    Email: aglynn@theruthgroup.com

    Press Contact:
    Pat Arcand
    Arcand & Madison
    Ph: 617-576-7777
    Email:  pat@am-pr.com


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SOURCE Nuvilex, Inc.
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