Leiner Health Products Leads Industry with Major Contribution to DSEA Paid Media Initiative

Sarasota, Florida - February 12, 2007- Leiner Health Products, one of the largest and most forward-looking companies in the industry, has pledged up to $750,000 toward the Dietary Supplement Education Alliance (DSEA) comprehensive paid media initiative ‘Just Like Me’. The initiative, planned for this spring, is aimed at building consumer confidence in dietary supplements.

"We are grateful for this generous pledge," said Elliott Balbert, past president of DSEA and executive chairman of Natrol (NTOL), "We are impressed by the visionaries at Leiner and their enormous gesture of industry commitment."

Leiner Health Products has pledged the first $250,000 for the initiative. They have also pledged up to $500,000 in matching funds as additional money is raised. "This pledge gets the campaign off to a tremendous start toward our goal of $1,500,000 for the roll out in three test markets," said Balbert, "The matching funds allow other companies to double the impact of their donations."

DSEA has set up a special web site: www.justlikeme.org for industry participants to view details of the ‘Just Like Me’ initiative and urges all industry members to log on and learn more about this program.

About DSEA:
DSEA is a coalition of industry leaders whose mission is to educate consumers, media and policymakers on the benefits of dietary supplements for optimizing health and prevention of disease, with a focus on their safety, efficacy and regulation. Its donors include nutritional and dietary supplement suppliers, manufacturers, retailers and publishers.

Since its inception five years ago, DSEA has generated millions of media impressions increasing public awareness of the benefits of nutritional supplements through its education project, the Dietary Supplement Information Bureau (DSIB). In addition to media outreach, DSEA has produced a Web site, www.supplementinfo.org, which has become a well-known resource for objective information about nutritional supplements accessed on an ongoing basis by media, consumers, health professionals and legislators.

DSEA board members include the American Herbal Products Association, The Canadian Health Food Association, Capsugel, Herbalife (HLF), NBTY, the Natural Products Association, Natrol, Inc.(NTOL), New Hope Natural Media/Penton Media, Virgo Publishing and the Vitamin Shoppe.

For information, contact Deb Knowles by phone 941-349-9044 or e-mail [email protected]

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