“12 PLUS” Dropped From Probiotics Name

While Keeping Formula Exactly the Same

May 16, 2011

FOR IMMEDIATE RELEASE:

DALLAS, TX – Essential Formulas Incorporated (EFI) has announced a new, shortened name for their award-winning probiotic supplement. “Dr. Ohhira’s Probiotics 12 PLUS” will now simply be called, “Dr. Ohhira’s Probiotics®.”

“Eventually eliminating the “12 PLUS” was a marketing decision we made in 2010 based on package branding only, not due to any alteration of Dr. Ohhira’s world-renowned probiotic formulation,” said Michael Schoor, chief executive officer of EFI. “It is the exact same product we built our business and reputation on for over 10 years.”

Only Dr. Ohhira’s clinically supported products are fermented for a minimum of three years using twelve carefully selected strains of lactic acid bacteria (LAB) including the proprietary TH10, which is six times stronger than any other known strain of LAB. A truly living and biogenic product, the fermentation process creates beneficial micronutrients including needed vitamins, minerals, and amino acids. Naturally occurring organic acids also promote a healthy digestive pH and encourage the growth of an individual’s own unique flora.

“Dr. Ohhira’s exclusive probiotic formula is backed by years of science and continues to receive accolades from within the industry, the healthcare community and consumers,” said Schoor. “We’ve already got what is arguably the best probiotic on the market, now it has a streamlined name that allows for consistent worldwide marketing and greater consumer recognition.”

Dallas-based Essential Formulas Incorporated (EFI) was established in 2000 as the sole U.S. distributor of world-renowned microbiologist Dr. Iichiroh Ohhira’s award-winning probiotic dietary supplements and skin care products. A family-owned and operated business, EFI was founded on the philosophy of providing high-quality preventative, supportive and comprehensive pro-health products for the entire family. Pledging to provide premium all natural supplements and exceptional customer care, EFI continually strives to lead the industry in customer and retailer education in the use and efficacy of their innovative products, which include Dr. Ohhira’s Probiotics, Dr. Ohhira’s Propolis PLUS, Dr. Ohhira’s Essential Living Oils (Vegan Certified), Dr. Ohhira’s Probiotic Kampuku Beauty Bar and Magoroku Skin Lotion. Dr. Ohhira’s dietary supplements are available at Vitamin Shoppe, Whole Foods Markets and other fine health food stores across the country. For more information, visit: www.essentialformulas.com, or call 972.255.3918.

Contact:
Kelly Charles
Director of Corporate Communications
Essential Formulas/Dr. Ohhira’s Probiotics
972-743-0373
kcharles@essentialformulas.com