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Tuesday, March 13, 2012

Provexis PLC - Product Launch

16 December 2005


("Provexis (LSE: PXS.L - news) " or the "Company")

UK Launch of Sirco™

Provexis, the nutraceutical company that develops scientifically-proven functional and medical foods, is delighted to confirm the launch of its Sirco™ heart health juice drink in the UK in January 2006.

The Company has so far secured an initial distribution base with two of the five largest supermarket retailers in the UK, which for reasons of commercial confidentiality cannot be named at present. Both retailers will distribute Sirco™ nationally. Within the larger of the two supermarket groups, Sirco™ will be initially available in premier stores which represent, by weighted distribution, approximately 35 per cent. of their total UK distribution base. Within the second supermarket chain, Sirco™ will be initially available, by weighted distribution, across 70 per cent. of their total UK distribution base. Both retailers will stock Sirco™ in one litre packs of both flavour variants, Apple (Xetra: 865985 - news) ∓ Blueberry and Orange, and the drink will be located in the chilled fruit juice section.

The Company is in on-going discussions with a number of other retailers and hopes to make further distribution announcements in 2006. In addition to the one litre packs, the Company is also developing a 250ml bottle of Sirco™ for distribution to retailers in mid 2006. This bottle will have an extended shelf life and is intended to widen the distribution base to include independent chemists, convenience stores and food service industry channels such as health, education and travel outlets.

Sirco™ is the first heart health product to contain the patented Fruitflow™ technology. Fruitflow™ was developed by Provexis in order to help regular "healthy" consumers reduce the risk of heart attack and stroke. The natural bioactive works by reducing blood platelet aggregation ("thinning the blood"), a significant contributing factor to a thrombosis (internal blood clot). Sirco™ carries the health claim "Helps to Maintain a Healthy Heart and Benefits Circulation" and is approved by the leading heart health charity, H E A R T UK.

Commenting on the forthcoming launch Dr Stephen Franklin, CEO of Provexis, said:

"This marks a significant milestone for Provexis and we are delighted that we have secured distribution with two of the largest UK supermarkets. Both retailers are ideal outlets in terms of the demographics and target market for this product. We will be investing in media advertising as well as in-store activity to ensure we maximise this substantial opportunity.

We look forward to growing the retailer base for Sirco™ throughout 2006, whilst in parallel securing licensing arrangements with major international food partners to integrate the FruitFlow™ technology into new food products in global markets."

For further information please contact:

Provexis plc

Dr Stephen Franklin 020 8392 6631

Bell Pottinger Corporate ∓ Financial

Ann-Marie Wilkinson/Emma Kent 020 7861 3232

View the original article here

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