CINCINNATI Procter & Gamble on Thursday officially launched its Align daily probiotic supplement.
Once exclusively available online and through special order from pharmacists, Align will now be available on store shelves across the United States in spring 2009.
Align contains the probiotic strain, Bifantis (Bifidobacterium infantis 35624), which has been clinically proven to help promote the balance of healthy bacteria in the digestive system and to help build and maintain an ongoing natural defense against five signs of episodic digestive imbalance – constipation, diarrhea, urgency, gas and bloating.
“With continued professional and consumer accolades, we are extremely enthusiastic for the national launch of Align and further building our consumer health care business”, stated Mauricio Troncoso, P&G’s director, global digestive wellness. “Broadened availability of Align is on strategy with P&G’s efforts to focus on our consumer health care brands.”
Digestive health is expected to be a key health trend in 2009, P&G noted, and the probiotics category is leading the charge. Align helps naturally defend against digestive imbalance, with ongoing protection from episodic digestive upsets. The product has already received overwhelming support via online sales and in test markets, as well as professional support through its efficacy in clinical practice.
“We know consumers with episodic digestive problems are looking for real solutions, and Align is a clinically proven option,” stated Tom Kuhn, Align brand manager. “Because Align is grounded in real science and meets a real consumer health need, we expect it to become a cornerstone brand in our personal healthcare portfolio.”
As Procter & Gamble prepares to rollout Align nationally, the product’s packaging will be changing from a yellow and blue box to a green and white box with a new logo design that includes revised information to help consumers understand how Align can help provide a balancing defense against episodic digestive issues.
The new packaging also has educational information on the box to help consumers confidently select the product while keeping up with their supplement regimen through tracking tools and reminders.