HealthPro Brands finds Procter & Gamble’s fruit and vegetables cleaning technology to be a good fit

CINCINNATI, April 25, 2003 – The Procter & Gamble Company (NYSE: PG) and HealthPro Brands today announced that HealthPro has licensed P&G’s fruit and vegetable cleaning product, Fit.

Fit uses proprietary P&G technology and ingredients from natural sources to safely wash dirt, waxes, and human handling residues off fresh fruits and vegetables. Under this agreement, HealthPro Brands will manufacture and market Fit to targeted groups of health-conscious consumers who want a product that cleans produce more effectively than rinsing it in water alone.

“I really wanted to pursue this opportunity because I believe so strongly in the Fit brand,” said Todd Wichmann, founder of HealthPro Brands. “When Fit was in national distribution, it enjoyed a strong core of loyal consumers and I believe the brand can significantly increase sales under a more targeted marketing approach.”

“P&G is delighted to see HealthPro bring renewed marketplace energy to the Fit brand,” said Steve Baggott, director of external business development & global licensing at P&G. “This is another example of P&G’s commitment to providing products of value to our consumers through leveraging external capabilities.”

“The nutrition and health benefits of consuming fresh fruits and vegetables have been well established in the scientific community. Fit will help encourage everyone to eat ample daily servings of fresh produce. Consumers who appreciated using Fit in P&G's earlier market tests and national debut are anxious to see Fit returned to supermarket shelves. Those consumers know that using Fit to clean fresh fruits and vegetables just makes good hygiene common-sense” said Wichmann. Consumers eager to try Fit or to use Fit again can go to www.tryfit.com and purchase the product today.

This is the latest in a series of external licensing agreements by P&G. Consistent with P&G’s strategy to achieve greater commercial returns from its R&D investments and brand equities, these deals are designed to combine P&G’s trademarks, technology and/or know-how with best-in-class outside companies to deliver mutually positive business results.

About Fit

Fit is a novel and proprietary product that cleans fruits and vegetables. It works with water to make it faster and more effective to get fresh produce really clean. Fit is made of ingredients from natural sources, including baking soda and citric acid, and can remove far more unwanted surface residues – such as wax, dirt and people handling residues – than water alone. Fit is easy to rinse off and leaves no after-taste.

Consumers can use Fit in one of two convenient ways. For “easy to hold” fresh produce like apples, peaches, and potatoes, Fit can be sprayed to cover the surface, rubbed and rinsed away under running water. Leafy greens and “hard to handle” items, such as grapes and broccoli, can be added to a soaking bowl with Fit and water, then rinsed under running water. Either way, Fit works fast so that consumers can quickly prepare and serve nutritious fruits and vegetables to their family.

About HealthPro Brands

HealthPro Brands is a newly formed Ohio corporation whose mission is to acquire, via purchase or license, consumer product technologies and trademarks and grow them into viable businesses internationally. HealthPro Brands will also consider purchasing existing consumer brands that have an opportunity to substantially grow with a new marketing approach or technology improvement. The company was founded by Todd Wichmann, co-founder of Redox Brands, which purchased Oxydol laundry detergent and Biz color safe bleach brands from P&G.

About Procter & Gamble

P&G markets nearly 300 brands to five billion consumers in 160 countries. P&G makes a significant annual investment in developing and improving its products -- leading the way in R&D globally among consumer products companies. P&G's External Business Development and Global Licensing organization is charged with ensuring the company maximizes the value of its “treasure trove” of technologies by selling, licensing and, in some cases, donating these technologies. The unit is also responsible for licensing select P&G brand trademarks. For more information on licensing P&G technology, go to www.pgtechnologytransfer.com.

Media Contact Information
P&G: Martha Depenbrock (513) 983-5366
HealthPro: Todd Wichmann (513) 563-3515