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									XYZ PROBIOTICS – MEDIA KIT
          2009




            2009
                                              XYZ PROBIOTICS URGES CONSUMERS TO
                                                “TRUST YOUR GUT” TO PROBIOTICS
                                                 Company teams with nutrition expert Joy Bauer for awareness
                                                                        campaign

                                             XYZ Probiotics announced today the launch of its “Trust Your Gut” public awareness
                                             campaign, designed to educate consumers about the substantial health benefits of
                                             probiotics.

                                             XYZ Probiotics developed the campaign in response to a recent consensus statement
                                             by the National Institutes of Health concerning probiotics in managing the symptoms of
                                             lactose intolerance. The National Institutes of Health statement maintained the
                                             importance of probiotics as an effective strategy for managing the discomforts
                                             associated with lactose intolerance and stressed the need for greater education in
                                             recognizing appropriate interventions for symptoms of digestive discomfort. XYZ
                                             Probiotics answered that call with its “Trust Your Gut” initiative which poses the question
                                             to consumers, “Isn’t It Time To Trust Your Gut to Probiotics?”

                                             “We believe using probiotics is a choice that you can do easily everyday to improve
                                             your health, whether you have digestive disorders or are healthy but just want to keep
                                             your digestive and immune systems working as well as possible, for as long as possible,”
                                             says Dr. Michael Roizen, Chief Wellness Officer and Chair of the Cleveland Clinic
                                             Wellness Institute.

                                             The “Trust Your Gut” events and materials will feature nutritional expert Joy Bauer and
                                             will focus on bringing relevant, useful information about probiotics to potential
                                             customers. This initiative reiterates XYZ Probiotics’ commitment to wellness, innovation
XYZ PROBIOTICS – MEDIA KIT 2009 | 1/1/2009




                                             and quality.



                                             About XYZ Probiotics

                                             XYZ Probiotics, producer of the #1 selling natural health product in the United States,
                                             maintains wellness for all as a way of life. Located in Cambridge, Massachusetts, XYZ
                                             Probiotics is dedicated to developing quality brands which promote wellness, naturally.
                                             Additional information about XYZ Probiotics can be found here.




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   SHE TRUSTED HER GUT TO PROBIOTICS AND
                FOUND RELIEF
Talk to Penney DellaValle about probiotics and you’ll see they found their way to her heart by
way of a very troubled stomach.

Not too long ago, Ms. DellaValle suffered almost daily with excrutiating abdominal pain,
uncomfortable bloating, and embarrassing gas, all of which began taking a toll on her busy
lifestyle. “These issues began impacting my life, and I couldn’t figure out what was causing me
to feel so bad, so often,” said DellaValle, a college professor. “And, after my doctor dismissed
me as lactose intolerant, I knew I had to find my own solution.”

Luckily, a friend suggested she try a solution that existed just a few miles away, at a local
drugstore, in the form of probiotic supplements, which balance the bacteria levels in the body’s
digestive system. Within a few days, DellaValle found relief. “I take them daily and dairy no
longer interrupts my life.”

Unfortunately, many people with digestive issues don’t know enough about probiotics and suffer
needlessly, according to XYZ Probiotics, which recently launched “Trust Your Gut”, a campaign
to educate the public on probiotics.

XYZ Probiotics, a leading producer of natural wellness products in the US, created the campaign
in response to a statement issued by the National Institutes of Health, during a conference on
lactose intolerance, placing Probiotics at the top of its list of effective treatments for the
condition. At the same conference, the National Institutes of Health discussed the need for
more consumer education about strategies for treating issues like lactose intolerance.

That much needed education will be coming soon from XYZ Probiotics in the form of
informational sessions with nutritional expert and best selling author Joy Bauer about choosing
the right probiotics, brochures explaining the health benefits of taking probiotics and the
differences between good and bad bacteria, all focused on the central question, “Isn’t it Time
to Trust Your Gut to Probiotics?” Even retailing giants Walmart and CVS jumped on board with




                                                                                                    XYZ PROBIOTICS – MEDIA KIT 2009 | 1/1/2009
“Trust your Gut” in-store informational materials and giveaways of free, XYZ Probiotic samples to
readers of Walmart’s 11 Moms blog network.

Penney DellaValle certainly knows her answer to that question. “If you’re experiencing stomach
issues, diarrhea, then the answer is most definitely, yes!”

About XYZ Probiotics

XYZ Probiotics, producer of the #1 selling natural health product in the United States, maintains
wellness for all as a way of life. Located in Cambridge, Massachusetts, XYZ Probiotics is
dedicated to developing quality brands which promote wellness, naturally. Additional
information about XYZ Probiotics can be found here.




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                                                            PROBIOTICS BACKGROUNDER

                                             The World Health Organization defines probiotics as live organisms, most times bacteria,
                                             that mirror the bacteria found in various parts of the human body, including the
                                             digestive system. Natrually occurring probiotics are found in a variety of foods like miso,
                                             yogurt and other fermented dairy products. Probiotics may also be introduced to the
                                             body in a dietary supplement form, and are readily available in most all drug stores,
                                             grocery stores and other retail outlets.

                                             Scientific research has determined a constant quest by the human body to balance
                                             “bad” bacteria that enters the body, i.e., viruses or antibiotics, with “good” bacteria
                                             which act as a barrier to their unfriendly counterparts. When a bacterial imbalance
                                             occurs, conditions like lactose intolerance, irritable bowel syndrome, diarrhea, vaginal
                                             infections and skin irritations may occur.

                                             The National Institutes of Health, through its National Center for Complementary and
                                             Alternative Medicine, indicate several areas where probiotics may play a role in
                                             improving health conditions, such as:

                                                   Treating rotavirus symptoms, specifically diarrhea
                                                   Treating urinary tract infections
                                                   Treating irritable bowel syndrome
                                                   Controlling childhood eczema

                                             Other areas of probiotic research exist, and perhaps the most compelling is in treating
                                             children with pervasive developmental disorders, also known as autism spectrum
                                             disorders.

                                             The National Institutes of Health held a consensus conference on lactose intolerance
XYZ PROBIOTICS – MEDIA KIT 2009 | 1/1/2009




                                             which brought to light the effectiveness of probiotics in alleviating symptoms of this, and
                                             other, digestive issues. However, a statement from the National Institutes of Health, and
                                             research conducted by the Natural Marketing Institute, indicate widespread awareness
                                             about the existence of probiotics, but little understanding about how the supplements
                                             work and what benefits they offer.

                                             In an effort to fill that educational gap, XYZ Probiotics launched its Trust Your Gut
                                             campaign. The initiative promotes awareness about the science behind probiotics and
                                             their vast health benefits to those who use them.

                                             The Trust Your Gut campaign consists of three initiatives:

                                                1. To educate individuals about the science behind probiotics – Probiotics, for
                                                   some, can be intimidating. Our goal is to explain the two most common strains


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      of probiotics, Lactobacillus and Bifidobacterium, and explain the measureable
      benefits of supplemental probiotics that live longer in the digestive system than
      those found in yogurt or cheeses.
   2. To inform consumers about the different ways probiotics can improve health –
      Scientific research supports benefits of probiotics in areas of digestive health,
      female reproductive health, children’s respiratory health and more.
   3. To remove the stigma of speaking to a doctor or other medical professional
      about digestive issues – Talking about gas, bloating, diarrhea and other
      embarrassing symptoms of digestive alarm can sometimes prevent a patient
      from discussing these issues with their doctor or other medical professional. Our
      goal is to remove the stigma of these conversations and Trust Your Gut to getting
      relief.



With the help of nutritional expert and bestselling author, Joy Bauer, XYZ Probiotics will
soon be spanning the country, asking the question of consumers suffering from pain
and discomfort as a result of various digestive issues, “Isn’t it Time to Trust Your Gut?”

We’re confident we’ll hear a resounding, “YES!”



About XYZ Probiotics

XYZ Probiotics, producer of the #1 selling natural health product in the United States, maintains
wellness for all as a way of life. Located in Cambridge, Massachusetts, XYZ Probiotics is
dedicated to developing quality brands which promote wellness, naturally. Additional
information about XYZ Probiotics can be found here.




                                                                                                    XYZ PROBIOTICS – MEDIA KIT 2009 | 1/1/2009




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                                                                    PROBIOTICS FACT SHEET


                                             Probiotic Fact: A variety of probiotic formulations exist to treat
                                             different conditions. For example, special probiotic supplements
                                             exist for travelers diarrhea, and even for children.


                                             Probiotic Fact: Most yogurts only contain 1 million live bacteria cells.
                                             Most probiotic supplements contain nearly 10 billion friendly bacteria
                                             cells.


                                             Probiotic Fact: Although not a drug, probiotics must be regulated in
                                             the same manner, by the USDA, as a food product.


                                             Probiotic Fact: Some research indicates probiotic supplements may
                                             decrease the risk of developing certain types of cancer.


                                             Probiotic Fact: In some instances, it is not necessary to consume
                                             probiotic supplements everyday to attain relief of a condition.
XYZ PROBIOTICS – MEDIA KIT 2009 | 1/1/2009




                                             Probiotic Fact: There is a vast difference between probiotics and
                                             prebiotics and each serves a unique, effective purpose.

                                             About XYZ Probiotics

                                             XYZ Probiotics, producer of the #1 selling natural health product in the United States, maintains
                                             wellness for all as a way of life. Located in Cambridge, Massachusetts, XYZ Probiotics is
                                             dedicated to developing quality brands which promote wellness, naturally. Additional
                                             information about XYZ Probiotics can be found here.




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                                                 GRAPHICS




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    XYZ PROBIOTICS – MEDIA KIT 2009 | 1/1/2009
                                                 SOURCES & INTERVIEW CONTACT INFO
                                             http://www.usprobiotics.org/faqs.asp
                                             http://nccam.nih.gov/health/probiotics/
                                             http://www.culturelle.com/faq
                                             http://consensus.nih.gov/2010/lactosestatement.htm
                                             http://www.isapp.net/news.asp
                                             http://www.clevelandclinicmeded.com/online/webcasts/probiotics
                                             /default.asp
                                             http://www.theautismnews.com/2009/11/19/the-use-of-probiotics-
                                             to-relieve-autism-symptoms/
                                             http://www.cobiotics.com/


                                             Interview contact information – Penney DellaValle, 203-758-6252
XYZ PROBIOTICS – MEDIA KIT 2009 | 1/1/2009




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