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

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Phloe (containing Zyactinase) was launched in the New Zealand market in July 2007 and by the end of the year had achieved the number one position for its category in the pharmacy channel.

The product also achieved outstanding results in clinical trials last year. The trials were completed under the guidance of Vital Foods' new Chief Science Officer and renowned cell biologist Dr Iona Weir, with the extensive safety testing and clinical trial program being undertaken by an independent research team. The trials investigated the effectiveness of Phloe in treating regularity problems while also supporting long term intestinal health, and were the first in a series of clinical trials the company plans to undertake.

Said Dr Weir: "What makes Phloe such an amazing digestive health product is we have proven that the enzyme complex in Phloe very gently stimulates motility through the bowel without causing any of the nasty side effects like spasms, cramping and diarrhea that are often associated with motility products. Combined with the prebiotic and fiber activity from kiwifruit, Phloe really is an outstanding digestive health product".

To be able to compete strongly in the US market, Vital Foods Chief Executive, Trevor Wilkinson said there was a real need for a comprehensive science program to be implemented.

Said Mr Wilkinson: "We had a lot of anecdotal evidence that our product was effective in improving regularity and supporting long term intestinal health, but we wanted solid scientific evidence to back it up. The science confirmed all the digestive benefits we expected and has given us the foundation we believe is essential to support the international expansion of this product, especially in the US."

Rebecca Sanders, a Business Manager with the New Zealand Government backed Foundation for Research, Science and Technology, said the company had taken an exemplary step in validating the science underpinning a natural product.
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SOURCE Vital Foods
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