Response from: Shannon    (10/24/08 2:39pm)

FIRST-EVER OVER-THE-COUNTER DUAL ACTION IRON SUPPLEMENT LAUNCHED AT THE AMERICAN DIETETIC ASSOCIATION CONFERENCE IN CHICAGO; BIFERA TO BE AVAILABLE IN SELECT STORES IN EARLY 2009

New, dual action iron supplement pill with virtually no gastrointestinal side effects for people who need the energy and nutritional benefits from iron to be available without prescription

FOR IMMEDIATE RELEASE

CHICAGO, October 27, 2008 — Announced today at the American Dietetic Association, Bifera (www.bifera.com), an over-the-counter iron supplement that offers both heme (protein-based iron) and non-heme iron (plant-based iron) will be available in stores in early 2009. Unlike other iron supplements, Bifera provides two types of iron in one small pill for maximum absorption with virtually no gastrointestinal side effects.

Bifera is similar to Alaven's current prescription prenatal supplement PreferaOB, which contains both heme and non-heme iron.

"Bifera – unlike all other over-the-counter iron supplements that only include non-heme iron – is steak and potato in pill form for people who need the energy and nutritional benefits provided by both heme and non-heme iron," said Autumn Akin, Bifera product manager.

According to Akin, heme is the key that unlocks the efficiency of non-heme iron. Recent studies show the heme iron found in Bifera offers 23 times greater absorption than other iron supplements and that heme iron may be as effective as intravenous iron, making it a much less expensive alternative to a treatment that currently has limited to no insurance reimbursement.

"When patients are deficient in iron, their organs aren't performing at maximum capacity and they experience a decrease in energy," said Akin. "Similar to a hybrid car, Bifera is small, efficient and produces energy quickly without unwanted side effects, like nausea and constipation.

In fact, Bifera can be taken on an empty stomach, with other multi-vitamin supplements and, unlike other iron supplements currently on the market, Bifera can be taken in conjunction with acid reduction medications," said Akin.

Bifera is recommended for adults already taking supplemental iron, women of childbearing age, pregnant women, anemics, and men and women who simply need more iron in their diet and the energy provided by Bifera.