PURE Bioscience Launches Proprietary New Brand: PURE Hard Surface Disinfectant

SAN DIEGO--(BUSINESS WIRE)--PURE Bioscience, Inc. (NASDAQ:PURE), creator of the patented silver dihydrogen citrate (SDC) antimicrobial, today announced the launch of its proprietary new brand, PURE™ Hard Surface disinfectant and food contact surface sanitizer at the 2011 California State PTA Annual Convention being held April 28 – May 1 in Long Beach, California. PURE has developed a fundraising opportunity for the California PTA through which a portion of product sales is donated back to local PTAs.

Michael L. Krall, PURE Bioscience’s Chief Executive Officer, said, “As we strengthen our business development and marketing strategy by retaining more direct control of domestic sales, the Annual Convention of the California PTA provides the ideal springboard to begin establishing national recognition of the PURE brand with household purchasing decision makers and influential participants in our public schools. PTA leaders are energetic child advocates and the perfect target market for PURE Hard Surface. We plan to replicate this PTA fundraising sales model in other states while at the same time building market awareness for our brand in other consumer markets as well as commercial and institutional markets through both alternative and traditional channels of distribution.”

PURE Hard Surface provides an unparalleled combination of high efficacy and low toxicity with 30-second bacterial kill times and 24-hour residual protection. PURE Hard Surface completely kills resistant pathogens like MRSA and also effectively eliminates dangerous fungi and viruses including HIV, Norovirus, Influenza A, Avian Influenza and H1N1. PURE Hard Surface is registered for use on food contact surfaces and is gentle enough to be used in sensitive children’s areas. PURE Hard Surface has been registered by the US Environmental Protection Agency and the State of California. The other state registrations are in process.

Affiliates of California PTA groups enrolled in the fundraising program may purchase PURE Hard Surface at www.ptapure.com to benefit their local PTA. Otherwise, PURE Hard Surface may be purchased at www.csnpure.com, where a portion of product sales is donated to Child Safety Network. PURE Hard Surface will also be available directly from PURE at www.purebio.com.

About PURE Bioscience, Inc.

PURE Bioscience, Inc. develops and markets technology-based bioscience products that provide solutions to numerous global health challenges, including Staph (MRSA). PURE’s proprietary high efficacy/low toxicity bioscience technologies, including its silver dihydrogen citrate-based antimicrobials, represent innovative advances in diverse markets and lead today’s global trend toward industry and consumer use of “green” products while providing competitive advantages in efficacy and safety. Patented SDC is an electrolytically generated source of stabilized ionic silver, which formulates well with other compounds. As a platform technology, SDC is distinguished from competitors in the marketplace because of its superior efficacy, reduced toxicity and the inability of bacteria to form a resistance to it. PURE is headquartered in El Cajon, California (San Diego metropolitan area). Additional information on PURE is available at www.purebio.com.

This press release includes statements that may constitute "forward-looking" statements, usually containing the words "believe," "estimate," "project,” "expect" or similar expressions. These statements are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements inherently involve risks and uncertainties that could cause actual results to differ materially from the forward-looking statements. Factors that would cause or contribute to such differences include, but are not limited to, the Company’s cash position and liquidity requirements, acceptance of the Company's current and future products and services in the marketplace, the ability of the Company to develop effective new products and receive regulatory approvals of such products, competitive factors, dependence upon third-party vendors, and other risks detailed in the Company's periodic report filings with the Securities and Exchange Commission. By making these forward-looking statements, the Company undertakes no obligation to update these statements for revisions or changes after the date of this release.