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

"Vital Foods is setting an excellent example by carrying out such rigorous testing. There is an increasing demand in global markets for proof that natural products do what they say they do. Natural doesn't automatically mean safe, so it's important companies have strong scientific evidence to meet regulatory requirements and consumer expectations."

While the revolutionary product is made from kiwifruit, Dr Weir warns people would not get the same results from just eating the fruit.

"Our patented production process makes the complex of enzymes, prebiotics and fiber more bioavailable (more available for absorption into the body) than it would be when just eating kiwifruit.

"You would have to eat a significant amount of kiwifruit to get similar results. It would not only be inconvenient, but it could cause a raft of unpleasant side effects such as acid build up and an upset stomach."

New US CEO David Mastroianni is currently in discussions with marketing partners who are keen to introduce Phloe to the US market.

Said Mr Mastroianni: "I am very excited to be involved with the introduction of a new, innovative digestive product to the US market. Digestive health is expected to be one of the fastest growing categories in health in 2008 and Phloe has had a very successful launch in its home country proving its viability. This patented product has been clinically shown to have significant digestive benefits. We are focused on partnering with the major brands in the retail, practitioner and network marketing channels with exclusivity in each channel to allow American consumers access to this breakthrough product." Said Mr Wilkinson: "Dave's addition to the team is fantastic news for Vital Foods. He's one of the best in the business and extremely experienced in developing and launching winning products across a wide range of distribution channels throughout the United States."

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SOURCE Vital Foods
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