PURE Bioscience Announces Nationwide Launch of IV-7 Ultimate Germ Defense™ by Richmont Sciences

Advancement in Broad-Spectrum Disinfection Initially Targeted to Institutional, Janitorial and Sanitation Markets

SAN DIEGO March 1, 2010 – PURE Bioscience (NASDAQ: PURE) today announced the nationwide launch of IV-7 Ultimate Germ Defense™ (IV-7), an advanced, broad-spectrum disinfectant with PURE’s patented silver dihydrogen citrate (SDC) technology as the active ingredient.  PURE’s sales and marketing representative, Richmont Sciences, LLC, is now marketing this new antibacterial, antiviral and antifungal productwith initial emphasis on the institutional, janitorial and sanitation markets. IV-7 is available in three-ounce, 32-ounce and one-gallon bottles, as well as in larger quantities.

IV-7 can be used to kill germs on hard surfaces in a wide variety of settings, such as homes, offices, schools, hospitals, medical and dental clinics, restaurants, hotels, animal shelters, public facilities and many more.

Unlike traditional alcohol- or bleach-based surface disinfectants, IV-7 Ultimate Germ Defense requires no hazard or warning statements and carries bacterial kill times as quick as 30 seconds, compared with 10 minutes for competing products. These benefits are due to PURE’s SDC technology, the first new disinfectant active ingredient to be registered with the U.S. Environmental Protection Agency (EPA) in more than 30 years.  SDC provides powerful protection – even against resistant pathogens such as MRSA – and continues to kill bacteria for up to 24 hours after usage; yet, with its EPA Category IV toxicity rating, the lowest classification, SDC is also labeled for use in sensitive children’s areas.

“IV-7 Ultimate Germ Defense represents a revolution in germ defense products, and PURE Bioscience is thrilled to be aligned with Richmont for this launch,” said Michael L. Krall, President and CEO of PURE Bioscience. “As the demand for germ defense products intensifies, Richmont’s unparalleled marketing expertise and its knowledge of sales channels will allow us to expand the market for SDC while building a strong IV-7 brand.”

“Richmont is proud to be partnering with PURE Bioscience in bringing IV-7 to market,” said John Rochon, Chairman of Richmont.  “As we have begun telling the story of this groundbreaking product, we’re seeing an enthusiastic reaction.  People can see that this product is truly unique.  There is enormous public concern about the threat of illness from bacteria and viruses and IV-7 represents a breakthrough in protection.  It is our intent to build a powerful brand identity for IV-7.”

The brand name IV-7 has meaning tied to the basis of the product:  47 is the number for silver on the Periodic Table of Elements, representing the silver dihydrogen citrate technology.  The Roman numeral IV also is a reminder that the antimicrobial properties of silver have been known and used since ancient times.  IV also refers to Category IV, the EPA’s safest level of toxicity.

As previously announced, IV-7 Water Purifier was recently shipped to Haiti for use in earthquake-ravaged areas. Donations of the SDC in liquid concentrate form were made through Project Hope – enough to purify 40 million gallons of water for safe drinking.

Additional information about IV-7 Ultimate Germ Defense™ is now available at www.IV-7.net. 

About PURE Bioscience

PURE Bioscience 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.

About Richmont

Richmont is a seasoned team of sales and marketing experts.  It is headed by John Rochon, who has spent 35 years successfully building and promoting a host of well-known consumer and business-to-business brands.  Richmont Sciences is owned by privately held Richmont Holdings (www.richmontholdings.com).  Over the years, Mr. Rochon and the members of the Richmont team have helped build a host of brands, including Mary Kay, Avon, Dirt Devil, American and United Airlines.

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, 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.