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Successful Clinical Trials and Launch in New Zealand Spurs Phloe to Enter US Market
Date:2/4/2008

WELLINGTON, New Zealand, Feb. 4 /PRNewswire/ -- Innovative New Zealand nutraceutical manufacturer, Vital Foods, has appointed David Mastroianni, founder and principal of leading US consulting company, Natural Growth LLC, as the Chief Executive for their US based business. Mr Mastroianni will be responsible for turning what he and Vital Foods see as the enormous potential for their new product "Phloe" into reality in the US.

Phloe is a revolutionary digestive supplement, manufactured from New Zealand's wonder food, kiwifruit that has been clinically proven to support regularity and long term digestive health.

Vital Foods Chief Executive, Trevor Wilkinson said the company had planned to enter the US market as soon as it had proven Phloe's potential in its home market.

"After an extremely successful launch in New Zealand last year we are all incredibly excited and confident about taking this significant step and expanding internationally," said Mr Wilkinson.

The gastrointestinal supplements market in the United States is extremely lucrative with the category worth US$819 million in 2006 and growing at around 16 per cent per year. Mr Wilkinson said Vital Foods was confident their innovative product would be welcomed by American consumers looking for a natural and proven digestive aid.

Said Mr Wilkinson "Phloe is a unique product as it offers a combination of three of the key elements essential for good digestion -- enzymes, prebiotics and fiber -- which are all derived from one natural ingredient -- New Zealand green kiwifruit."

Vital Foods was established in 1991 by a former agricultural scientist and began with one simple product, its award winning Kiwi Crush fruit juice. Realizing the huge potential of kiwifruit in the nutraceuticals area, the company continued to develop innovative kiwifruit based products with a core focus on refining and improving the digestive health properties of its kiwifruit powder, Zyactinase(T
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SOURCE Vital Foods
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