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ULURU Inc. Extends the European Altrazeal® License to Include Australia and New Zealand
Date:12/12/2011

ADDISON, Texas, Dec. 12, 2011 /PRNewswire/ -- ULURU Inc. (NYSE AMEX: ULU), announced today that it has extended the territory of the previously announced European license for Altrazeal®, with a subsidiary of Melmed Holdings AG, to include Australia and New Zealand.

Extending the European territory to include Australia and New Zealand is a logical progression as there is a common registration process and the marketing strategy and tactics will be essentially the same in both territories. European key opinion leaders are well regarded in Australia and New Zealand and will be utilized in the product launch and the subsequent marketing programs. Also, Australia is considered a world leader in wound management, with the largest wound research program in the world, the Wound Management Innovation Cooperation Research Center ("WMICRC") being headquartered at the Queensland University of Technology. A component of the Australian launch plan will be an active collaboration with this research center, which is focused on improving wound healing and quality-of-life while providing cost-effective wound care that lessens the burden on the health care system.

The Australian State Governments strategic priorities are characterized by the twin pillars of clinical effectiveness and benchmarked operating cost efficiency.  Hospitals are seeking to achieve clinical endpoints, the restoration of patient health and wellbeing, as quickly and cost effectively as possible so patients are returned to their communities or moved to appropriate after hospital care, reducing the burden on state funding. Therefore, a product such as Altrazeal® that can accelerate patient restoration while reducing health care costs aligns directly with government strategic imperatives and best practice.

Commenting on the extension of the License Agreement, Kerry P. Gray, President and CEO of ULURU, stated, "The clinical data generated on Altrazeal®, which demonstrates the ability to accelerate the healing of chronic wounds and the potential to significantly reduce the cost to the health care system for wound care is precisely the direction of the Australian state government's strategic imperatives.  Working in cooperation with the WMICRC and other leading wound care centers will not only be beneficial for the marketing of Altrazeal® in Australia and New Zealand but will positively influence the marketing of Altrazeal® globally. Australia has historically been a cost conscience market that values innovative products which can reduce health care costs, thus making Altrazeal® an attractive new product introduction."

The regulatory authorities in Australia and New Zealand both recognize CE Mark registration; consequently utilizing the CE Mark dossier accelerates the review process and the regulatory review timeline. The Altrazeal® launch in Australia and New Zealand is planned for April, 2012.

Commenting on the Agreement, Helmut Kerschbaumer Chairman of Melmed Holdings AG, stated, "The extension of the license to include Australia and New Zealand is strategically very important to us as there are significant marketing synergies to be derived. Key European opinion leaders have already generated positive clinical data and are excited by the potential offered by Altrazeal®, this data can be used to support the launch of Altrazeal® in Australia and New Zealand. Also, data generated in Australia by groups focused on cost-effective wound care will be positively received in Europe and will be of great assistance establishing Altrazeal® as a cost effective clinical alternative to accelerate the healing of chronic wounds."

About ULURU Inc.:

ULURU Inc. is a specialty pharmaceutical company focused on the development of a portfolio of wound management and oral care products to provide patients and consumers improved clinical outcomes through controlled delivery utilizing its innovative Nanoflex® Aggregate technology and OraDisc™ transmucosal delivery system.  For further information about ULURU Inc., please visit our website at www.uluruinc.com.  For further information about Altrazeal®, please visit www.Altrazeal.com.

This press release contains certain statements that are forward-looking within the meaning of Section 27a of the Securities Act of 1933, as amended.  These statements are subject to numerous risks and uncertainties, including but not limited to our belief that Altrazeal® can accelerate patient restoration while reducing health care costs, working with the WMICRC will be beneficial for the marketing of Altrazeal®, anticipated product launches in Australia and New Zealand, data generated in Australia will be positively received in Europe, the cost effectiveness of Altrazeal® in healing chronic wounds, and Altrazeal®'s clinical and economic advantage and to the risk factors detailed in the Company's Annual Report on Form 10-K for the year ended December 31, 2010, and other reports filed by us with the Securities and Exchange Commission.

Contact: Company
Kerry P. Gray
President & CEO
Terry K. Wallberg
Vice President & CFO
(214) 905-5145


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SOURCE ULURU Inc.
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