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Align probiotic goes national

This article was originally published in The Tan Sheet

Executive Summary

Procter & Gamble's patented probiotic dietary supplement Align reaches store shelves in its nationwide launch, the firm announces May 12. The trademarked bacterial strain in the product, Bifantis, is "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," the firm says. A 28-count bottle of the once-daily product retails for approximately $30. P&G licenses Bifantis from Irish specialty biotech firm Alimentary Health. P&G holds the trademark and has patent protection until 2020. Marketing initiatives to support the launch include partnering with "celebrity nutritionist" Ashley Koff in an essay contest about consumers' digestive health at (2"The Tan Sheet" April 20, 2009, p. 17)

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