PROBI AB, a leading probiotic research and development company from Sweden, and BiO-LiFE, a health care company in the fast-growing Asian vitamin and dietary supplements category, signed a partnership agreement for the launch of a probiotic product in Malaysia during the second half of 2013 and with the intention to extend into other countries in Southeast Asia.
PROBI and BiO-LiFE have signed a long-term agreement to partner for the branding and launch of PROBI’s Lactobacillus plantarum 299v (Probi Digestis®), a clinically documented probiotic product within the gastrointestinal field. BiO-LiFE will provide co-branding, product launch services, sales, marketing and technical services in the local market. BiO-LiFE is a growing health care subsidiary within DKSH, the leading Market Expansion Service provider with a focus on Asia, giving the opportunity to expand in the region.
The product will be marketed in a cobranded solution with BiO-LiFE and PROBI LP299V® and is positioned against irritable bowel syndrome symptoms like abdominal pain, bloating, constipation and flatulence. PROBI LP299V® will be available at all leading pharmacies across Malaysia.
“BiO-LiFE is our partner of choice to launch and brand our probiotic product PROBI LP299V in Malaysia, thanks to brand longevity in a key Asian market and their deep industry expertise. The BiO-LiFE brand has a very successful track record of promoting clinically proven Probiotic supplements. We look forward to growing our brand with the support of BiO-LiFE in Malaysia and other countries in the region,” says Gun-Britt Fransson, interim CEO, Probi.
“We are very pleased to partner with PROBI AB, a leading company in probiotic research, for the launch and branding of PROBI LP299V and bringing a clinically studied and unique product to the Malaysian market. We look forward to establishing the PROBI LP299V brand in Malaysia,” comments John Goebel, general manager, BiO-LiFE.