Probi and Bringwell Enter Long-Term Partnership in the Nordic Market

ProbiFrisk is clinically documented in immune health and common colds and will be sold in the form of a chewable tablet. ProbiMage will be sold in capsule form.

4 Dec 2009 --- Probi has entered into a long-term partnership with Bringwell, the leading supplier of dietary supplements in the Nordic region. With Probi’s support, Bringwell will launch Probi’s new dietary supplement for immune health, and the dietary supplement for digestive health, which is already marketed in more than 25 countries.

The products will be launched under Probi’s own brands ProbiFrisk and ProbiMage. This is Probi’s first launch of the immune product as a dietary supplement. ProbiFrisk is clinically documented in immune health and common colds and will be sold in the form of a chewable tablet. ProbiMage will be sold in capsule form.

Combined, the products are based on approximately 50 clinical studies in immune health and digestive health. ProbiFrisk and ProbiMage will be sold in pharmacies and health food stores. The products will be launched in Sweden during the first quarter of 2010 and in the other Nordic markets in the third quarter of 2010.

The products have significant market potential in the Nordic region and are likely to contribute significantly to Probi’s growth in the years ahead.

“In strategic terms, the launch of dietary supplements under our own brands in our home market is a step forward in the market value chain. Bringwell has the most efficient marketing and sales organisation in dietary supplements in the Nordic region and Probi has the strongest product offering of probiotic dietary supplements,” says Michael Oredsson, CEO of Probi.

“We consider Probi the partner of choice in probiotics due to its unique probiotic strsins and the renowned strength of its science and clinical work. We are very pleased to have the opportunity to work with Probi in a partnership where both companies will contribute resources and expertise in their respective specialist fields,” says David Rönnberg, CEO of Bringwell.