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August 25, 2011
LUND, SwedenPharmavite will launch a premium digestive probiotic that contains Probis Lp299v under the Nature Made® brand, according to a agreement singed by Pharmavite and Probi. The capsules will launch in the beginning of 2012 in the United States, and the agreement is expected to generate between 5 million and 10 million SEK (790,000 to 1.6 million USD) in net revenue for Probi in 2012.
This is a major breakthrough for Probi in the United States, as Pharmavite has an outstanding track-record and Nature Made®brand is the market leader in the U.S. food, drug, mass and club retail channels," says Michael Oredsson, CEO of Probi.
The new supplement will feature the active ingredient brand Probi Digestis. Pharmavite already offers two probiotic products in their portfolio with different positionings compared to the Probi product.
The product will be offered for sale to all channels where Nature Made®is present today, which includes supermarkets, drug stores, club stores as well as mass retail outlets. It will be merchandised exclusively in the vitamin and supplement section. This gives Probi the future option to enter the same channels in other sections of the stores.
The product will be presented to the U.S. trade in the fall of 2011 with first retail shipments in first quarter 2012.
In 2009, Jarrow Formulas launched a product that contained Lp299v to the U.S. Health Food channel.
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