Probi’s probiotic to be used in new LiveActive granola bars from Kraft Foods

Probi announced today that Kraft Foods will launch a line of three granola bars containing Probi’s Lp299v under the LiveActive brand nationwide in the US. The launch will take place in June 2008 and will be a breakthrough as it is the first shelf stable food product containing Probi’s probiotic. The new product is a result of the license and supply agreement between Kraft and Probi announced on April 14th.

“We are both happy and proud to announce the launch of the Kraft’s LiveActive bars containing Lp299v. Probi’s expertise in probiotics and robust strain have, in combination with Kraft’s technical know-how, proven instrumental in getting a very demanding shelf stable application market ready. Kraft’s proven track record in building market leading products and brands in the snacks & cereal market will be a key competitive advantage and we see significant potential in this partnership” says Michael Oredsson, CEO of Probi. “As the first shelf stable food product containing a Probi probiotic, LiveActive granola bars open big opportunities for us,” Michael Oredsson adds.

Kraft Foods is one of the world's largest food and beverage companies, with revenues of more than $37 billion in 2007. The LiveActive granola bars will be launched broadly in U.S food retailers and will be supported by an integrated marketing campaign. Parts of the campaign will feature Probi and Lp 299v.

The LiveActive bar expands Kraft’s LiveActive line of digestive health products in the growing U.S. market for pre- and probiotic foods.

“The US bar market is very well developed and Kraft is a leading player. We are pleased to supply them with a key ingredient for an innovative new product in the bar category. The Kraft co-operation will substantially influence Probi’s growth potential going forward,” says Niklas Bjärum, Vice President Marketing & Sales at Probi.

For further information, contact:
Michael Oredsson, CEO, ph: +46 (0)46 286 89 23 or +46 (0)707 18 89 30, e-mail: michael.oredsson@probi.se
Niklas Bjärum, VP Marketing & Sales, ph: +46 (0)46 286 8967 or +46 (0)70 53 888 64, e-mail: niklas.bjarum@probi.se