Breakthrough for Probi in U.S. mass retail and mass drug VMS market

Breakthrough for Probi in U.S. mass retail and mass drug VMS market

Probi has signed one of its most signficant dietary supplement
agreements to date with Pharmavite, a leader in the US vitamin, minerals
and supplement market (VMS). Pharmavite will launch Probi's gut health
capsules containing Lp299v™ at  the beginning of 2012 under the Nature
Made®brand - the leading U.S brand in VMS. The agreement is expected to
generate between 5 and 10 MSEK in net revenue for Probi in 2012.

“This is a major breakthrough for Probi in the U.S., as Pharmavite has
an outstanding track-record and Nature Made®brand is the market leader
in the U.S. food, drug, mass and club retail channels,” says Michael
Oredsson, CEO of Probi.

Probi's Lp299v™ capsules will be launched under the Nature Made®brand
and will feature the active ingredient brand Probi Digestis™. Pharmavite
already offers two probiotic products in their portfolio with different
positionings compared to the Probi product. The product containing Probi
Digestis™, will be the Premium Digestive Probiotic in the Nature
Made®portfolio.

The product will be offered for sale to all channels where Nature
Made®is present today, which includes supermarkets, drug stores, club
stores as well as mass retail outlets. It will be merchandised
exclusively in the Vitamin and Supplement section. This gives Probi the
future option to enter the same channels in other sections of the
stores.

The product will be presented to the U.S. trade in the fall of 2011 with
first retail shipments in Q1-2012.

“We are very impressed with the gut health benefits Probi Digestis™
delivers to consumers and how this has been clinically documented. The
commercial success of the product in international markets was another
decisive factor for Pharmavite,” says Erin Gehan, Vice President,
Marketing at Pharmavite.

The information is such that Probi AB must disclose in accordance with
the Swedish Securities Market Act and/or the Financial Instruments
Trading Act.

FOR FURTHER INFORMATION, CONTACT:

Michael Oredsson, CEO, Probi, phone. +46 46 286 89 23 or mobile +46 707
18 89 30

e-mail: michael.oredsson@probi.se (michael.oredsson@probi.se)

Niklas Bjärum, Vice President Marketing & Sales, Probi, phone. +46 46
286 89 67 or

mobile: +46 705 38 88 64, e-mail: niklas.bjarum@probi.se