Product Launch

16 Dec 2005 07:00

Provexis PLC16 December 2005 PROVEXIS PLC ("Provexis" or the "Company") UK Launch of Sirco(TM) Provexis, the nutraceutical company that develops scientifically-provenfunctional and medical foods, is delighted to confirm the launch of itsSirco(TM) heart health juice drink in the UK in January 2006. The Company has so far secured an initial distribution base with two of the fivelargest supermarket retailers in the UK, which for reasons of commercialconfidentiality cannot be named at present. Both retailers will distributeSirco(TM) nationally. Within the larger of the two supermarket groups, Sirco(TM)will be initially available in premier stores which represent, by weighteddistribution, approximately 35 per cent. of their total UK distribution base.Within the second supermarket chain, Sirco(TM) will be initially available, byweighted distribution, across 70 per cent. of their total UK distribution base.Both retailers will stock Sirco(TM) in one litre packs of both flavour variants,Apple & Blueberry and Orange, and the drink will be located in the chilled fruitjuice section. The Company is in on-going discussions with a number of other retailers andhopes to make further distribution announcements in 2006. In addition to the onelitre packs, the Company is also developing a 250ml bottle of Sirco(TM) fordistribution to retailers in mid 2006. This bottle will have an extended shelflife and is intended to widen the distribution base to include independentchemists, convenience stores and food service industry channels such as health,education and travel outlets. Sirco(TM) is the first heart health product to contain the patentedFruitflow(TM) technology. Fruitflow(TM) was developed by Provexis in order tohelp regular "healthy" consumers reduce the risk of heart attack and stroke. Thenatural bioactive works by reducing blood platelet aggregation ("thinning theblood"), a significant contributing factor to a thrombosis (internal bloodclot). Sirco(TM) carries the health claim "Helps to Maintain a Healthy Heart andBenefits Circulation" and is approved by the leading heart health charity, HEARTUK. Commenting on the forthcoming launch Dr Stephen Franklin, CEO of Provexis, said: "This marks a significant milestone for Provexis and we are delighted that wehave secured distribution with two of the largest UK supermarkets. Bothretailers are ideal outlets in terms of the demographics and target market forthis product. We will be investing in media advertising as well as in-storeactivity to ensure we maximise this substantial opportunity. We look forward to growing the retailer base for Sirco(TM) throughout 2006,whilst in parallel securing licensing arrangements with major international foodpartners to integrate the FruitFlow(TM) technology into new food products inglobal markets." For further information please contact: Provexis plcDr Stephen Franklin 020 8392 6631 Bell Pottinger Corporate & FinancialAnn-Marie Wilkinson/Emma Kent 020 7861 3232 This information is provided by RNS The company news service from the London Stock Exchange