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Essential Formulas Incorporated Drops “12 PLUS” From Probiotics Name

While Keeping Formula Exactly the Same
May 16, 2011


Contact: Kelly Charles
Director of Marketing
972-255-3918
kcharles@essentialformulas.com



FOR IMMEDIATE RELEASE: May 16th, 2010




Essential Formulas Incorporated Drops “12 PLUS” From Probiotics Name
While Keeping Formula Exactly the Same


DALLAS - 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.”

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Dallas-based Essential Formulas Incorporated (EFI) was established in 2000 as the sole U.S. distributor of Dr. Ohhira’s dietary supplements and skin care products, including award-winning Dr. Ohhira’s Probiotics. A family-owned and operated business, EFI pledges to provide the highest quality natural supplements and skin care available while offering exceptional customer care and education in the use and efficacy of their products. Dr. Ohhira’s dietary supplements are available at Vitamin Shoppe, Whole Foods Markets, Sprouts, Earth Fares and other fine health food stores across the country. For more information, visit: www.essentialformulas.com, or call 972.255.3918.


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Essential Formulas Incorporated · P.O.Box 166139 · Irving, TX 75016-6139

972.255.3918 (phone) · 972.255.6648 (fax)

 * These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease.