Procter & Gamble Announces National Launch of Align with Bifantis - The Gold Standard...

Procter & Gamble Announces National Launch of Align with Bifantis - The Gold
Standard of Probiotic Supplements

Align(R) and Celebrity Nutritionist Ashley Koff Partner to Give Consumers a
Digestive Health Makeover from the Inside Out

CINCINNATI, May 12 /PRNewswire-FirstCall/ -- Every day, millions of Americans
endure episodic digestive upsets such as constipation, diarrhea, urgency, gas
and bloating. The conditions are so unpredictable that sufferers often have to
plan their life around finding the closest bathroom. Today, Procter & Gamble
(P&G) announced that Align, a daily probiotic supplement clinically proven to
naturally defend against a spectrum of digestive upsets, is available on store
shelves nationwide. Previously only available on-line and through special
order from pharmacists, Align is already the #1 gastroenterologist recommended
probiotic supplement in the country. ***

Probiotics are beneficial bacteria that aid digestion and support a more
desirable balance of healthy bacteria in the gastrointestinal tract. Align is
the only supplement that contains the natural probiotic strain, Bifantis(R)
(Bifidobacterium infantis 35624), which has been clinically proven to help
promote the balance of healthy bacteria in the digestive system and to help
build and maintain an ongoing natural defense against the five signs of
episodic digestive imbalance -- constipation, diarrhea, urgency, gas and
bloating.*

"We know there are millions of consumers who suffer from episodic digestive
upsets that are looking for a solution that really works," said Tom Kuhn,
Align Brand Manager. "While we are proud of strong clinical evidence behind
Align, it's really the level of enthusiasm and satisfaction we've seen from
consumers who have already found success with Align that makes us so thrilled
to bring it to stores nationwide."

Powerful Proof Backs Align and Bifantis

Bifantis has been independently tested and evaluated in randomized, controlled
human clinical trials. The resulting data has been published in top medical
journals such as the American Journal of Gastroenterology. Peer-reviewed
journals, including TheNew England Journal of Medicine, continue to cite the
benefits and clinical effectiveness of Bifantis as a way to help build and
maintain an ongoing natural defense against digestive imbalance. In a recent
study evaluating 16 different probiotic studies, only Align was found to have
efficacy against digestive upsets such as abdominal pain, bloating and bowel
movement difficulty.(1)

Bifantis was discovered in the early 1990s by microbiologists at Alimentary
Health in Cork, Ireland in partnership with P&G. Alimentary Health is a global
leader in the discovery, development and commercialization of proprietary
probiotic and pharmabiotic treatments for GI disorders and other inflammatory
conditions. Barry Kiely, Chief Executive of Alimentary Health said, "The U.S.
launch of Align is another testament to the successful collaboration between
Alimentary Health and P&G. We are proud to be in a partnership that has
resulted in making a first-of-its-kind, clinically proven, probiotic
technology available to American consumers."

Additionally, Align fully meets the recent guidelines developed by the
International Scientific Association for Probiotics and Prebiotics (ISAPP) to
help consumers choose a credible probiotic product. The guidelines emphasize
specific probiotic strains, clinical proof, high quality packaging, sufficient
quantity of live bacteria and quality of product.

Susan Abeln, Principal Scientist at Procter & Gamble said, "There are
literally hundreds of probiotic supplements on the market today; however, many
factors influence how well a probiotic works, and there are critical
differences between strains that many consumers may not be aware of. Procter &
Gamble has spent years ensuring that Align is of the highest quality and
delivers excellent results."

Align(R) Partners with Celebrity Dietician Ashley Koff for Nutrition Tips and
Offers "Digestive Makeover" Essay Contest**

An ever expanding market, digestive health is not only a key health trend for
2009(2), but also the foundation for overall health. A recent survey found
that 75 percent of women were interested in getting a digestive health
"makeover" with health experts as a way to strengthen gastrointestinal health
while avoiding uncomfortable episodic digestive upsets that impact their daily
life. Because of this, P&G has partnered with celebrity nutritionist Ashley
Koff, R.D. to launch the Align(R) My Digestive Makeover Contest** to help
educate consumers about the importance of digestive health with Align.

Through the Align(R) My Digestive Makeover Contest**, consumers can take a
moment to share how Align has helped them manage their episodic digestive
upsets while entering for a chance to win a trip to the 36th Annual People's
Choice Awards and After Party. The grand prize winner will also receive free
nutritional tips and digestive makeover advice from Ashley Koff, R.D., who
will be helping the contest winner feel as great as her celebrity clients do
-- from the inside, out.

"I'm constantly asked what people can do to have their insides feel as good as
their outsides. As a nutritionist, I work to address the root causes of
digestive issues and recommend choosing foods directly from nature, and
maintaining an inner balance of healthy gastrointestinal bacteria through
probiotics as a way to prevent upsets," said Koff R.D., "The results are bound
to wow you. I'm glad to be working with Align to launch the contest and help
people understand the importance of digestive health."

Visit www.MyDigestiveMakeover.com for more great digestive health tips from
Ashley Koff, R.D. and information on the Align(R) My Digestive Makeover
Contest**. For more information on Align, please visit www.AlignGI.com

Where to Find Align

Align can be found at most major retailers nationwide and online in a package
featuring proprietary individual blister packs that ensure each capsule
maintains its potency and efficacy. In addition, each box of Align comes with
a daily digestive tracker that educates and informs consumers about probiotics
and helps them identify personal digestive triggers as a way to follow their
gastrointestinal health progress

About Align(R)

Align is a daily probiotic supplement that helps build and maintain a strong
and healthy digestive system*. Align works by providing a natural defense
against episodic digestive upsets such as constipation, diarrhea, abdominal
discomfort, urgency, gas and bloating. Align is the only probiotic supplement
containing the probiotic ingredient Bifantis (Bifidobacterium infantis 35624).
Visit www.AlignGI.com for more information.

About Bifantis(R)

Bifantis (Bifidobacterium infantis 35624) is a probiotic strain that can help
strengthen the body's natural defenses and play an important role in basic
digestion, proper metabolism and overall well-being. Bifantis is the only
natural probiotic strain found in Align. Bifantis has clinically demonstrated
that, when taken regularly, it can help promote normal digestive health.
Capsules containing Bifantis deliver millions of good bacteria to the
digestive system to restore intestinal balance and maintain normal digestive
health. Visit www.Bifantis.com for more information.

Bifantis was developed by Alimentary Health.

About Procter & Gamble (NYSE: PG)

Three billion times a day, P&G brands touch the lives of people around the
world. The company has one of the strongest portfolios of trusted, quality,
leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R),
Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Pringles(R),
Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R),
Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), and
Braun(R). The P&G community consists of almost 140,000 employees working in
over 80 countries worldwide. Please visit http://www.pg.com for the latest
news and in-depth information about P&G and its brands.

About Alimentary Health

Alimentary Health is a development stage specialty biotechnology company
located in Ireland. The Company is focused on the discovery, development and
commercialization of proprietary probiotic and pharmabiotic treatments for
gastro-intestinal disorders and other inflammatory conditions. Alimentary
Health is the foundation industry partner of the Alimentary Pharmabiotic
Centre based at University College Cork, Ireland. www.alimentaryhealth.ie.

Contacts: Velvet Gogol Bennett Jaclyn Buccellato
Procter & Gamble MS&L Worldwide
(513) 622-4734 (212) 468-3839
gogolbennett.vc@pg.com jaclyn.buccellato@mslworldwide.com

*These statements have not been evaluated by the Food and Drug Administration.
This product is not intended to diagnose, treat, cure or prevent any disease.

**NO PURCHASE NECESSARY. This promotion is open only to residents of the 50
United States and the District of Columbia who are 18 years of age or older at
time of entry. Void where prohibited. Contest begins at 12:00 Noon (ET) on
5/4/09 and runs through 11:59 PM (ET) on 7/31/09. See Official Rules (by
which all entrants are bound), for complete entry details.

Sponsor: The Procter & Gamble Distributing LLC, One P&G Plaza, Cincinnati, OH
45202, USA.

***Among those who recommended probiotics in a Wolters Kluwer survey in 2008.

(1) Darren M Brenner, Matthew J Moeller, William D Chey, et al, The Utility of
Probiotics in the Treatment of Irritable Bowel Syndrome: A Systematic Review;
Am. Journal of Gastroenterology, 2009:104: 1033-1049

(2) 10 Key Trends in Food, Nutrition & Health 2009. Available at:
http://www.new-nutrition.com/BROCHURES/10kt09%20brochure.pdf. Accessed
3/30/2009

SOURCE Procter & Gamble

Velvet Gogol Bennett, Procter & Gamble, +1-513-622-4734,
gogolbennett.vc@pg.com; or Jaclyn Buccellato, MS&L Worldwide, +1-212-468-3839,
jaclyn.buccellato@mslworldwide.com