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Health Canada Approves GENESTRA BRANDS® Health Claims for IBS Relief and Post Antibiotic Therapy

GENESTRA BRANDS®, a trusted Seroyal® brand and a leader in probiotic research offering safe, effective and reliable natural health products backed by clinical and traditional evidence, announced today that Health Canada has approved two significant claims related to its proprietary Human Micro Flora (“HMF”) probiotics – “Significant reduction in the symptoms of irritable bowel syndrome (“IBS”)” and “Effective supplementation of normal intestinal microbiota following antibiotic therapy”. Based on these claims, HMF IBS Relief™ and HMF Antibiotic Care™ were recently launched in Canada.

“Considering that few products in the market target these specific conditions, we are pleased to receive Health Canada’s approval for the two claims related to the treatment of IBS and to post-antibiotic recovery. This is another example of our ongoing commitment to incorporate safe and effective formulas that reflect the latest evidence-based research. Under the direction of Dr. Nigel Plummer, Genestra Brands® HMF strains were meticulously selected and diligently tested in double-blind, placebo controlled clinical trials,” said Yves Yau, President at Seroyal.

The double-blind, placebo controlled Sheffield IBS Trial tested four strains of high potency Human Micro Flora probiotics and concluded that Genestra’s proprietary HMF blend indeed proved effective, decreasing the severity of IBS symptoms and number of days with pain, while improving satisfaction with bowel habits and overall quality of life. The trial was published in Alimentary Pharmacology & Therapeutics.

The Cambridge Probiotic/Antibiotic Clinical Trial revealed that Genestra’s proprietary HMF blend offers proven post-antibiotic replenishment and care by promoting a healthy microflora. The trial was published in the International Journal of Antimicrobial Agents.

“Genestra’s human-derived probiotic strains more easily survive the rigours of the intestinal environment and are more efficient at colonizing the intestinal lining – ultimately yielding greater benefits,” said Dr. Plummer.

For further information on GENESTRA BRANDS®, HMF IBS Relief™, or HMF Antibiotic Care™ please visit http://www.seroyal.com/ca/brands/genestrabrands

ABOUT GENESTRA BRANDS®

GENESTRA BRANDS®, a trusted brand of Seroyal®, a business unit of Atrium Innovations Inc. (TSX: ATB), supports individualized treatment plans with more than 400 professional-grade nutraceutical products in a variety of formats. For more than 28 years, Genestra products have been proven safe, effective and reliable, backed by clinical or traditional evidence. Genestra Brands® is headquartered in Richmond Hill, ON, Canada. For additional information, please visit http://www.seroyal.com/ca/brands/genestrabrands.

ABOUT ATRIUM INNOVATIONS

Atrium Innovations Inc. (TSX: ATB) is a globally recognized leader in the development, manufacturing, and commercialization of innovative, science-based natural health products which are distributed in more than 35 countries. The Company owns healthcare practitioner and specialized retail product brands that are at the forefront of science, innovation and education. Atrium has over 1,100 employees and operates seven manufacturing facilities complying with current Good Manufacturing Practices. Additional information is available at www.atrium-innovations.com.

ABOUT DR. NIGEL PLUMMER

Dr. Nigel Plummer, PhD received his doctorate in microbial physiology from the University of Surrey, UK and has since built his career specializing in antibiotic research and development. His research on the use of normal flora in the prevention and treatment of genito-urinary candidiasis has won numerous awards. Dr. Plummer continues his solid commitment to research specializing in probiotics, natural antimicrobials and fish oils in collaboration with research institutes and universities within the UK, including Addenbrooke’s Hospital, Cambridge, the University of Swansea Medical School, Cardiff University and the University of Sheffield Medical School.


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