PURE Bioscience Distributor Sterifide Laboratories Launches Direct-to-Consumer Marketing Campaign for “Powered by SDC” OneShot Plus Disinfectant and Deodorizer

Infomercials Began Airing on March 28th

SAN DIEGO, Calif., April 2, 2009 – PURE Bioscience (NASDAQ: PURE) today announced that Sterifide Laboratories launched an infomercial campaign on March 28, 2009 for its OneShot Plus™ line of products, which includes the “Powered by SDC” OneShot Plus Disinfectant and Deodorizer.

Sterifide Laboratories produced a 28-minute infomercial as well as multiple direct response short form TV ads for the OneShot Plus line.  The programming targets both English and Spanish speaking consumers and presents clearly outlined product benefits in a non-technical yet comprehensive format.  The full-length ads are currently airing on select network stations across the US and are also scheduled to air nationally on multiple cable channels.

Patrick Hurst, Vice President of Operations for Sterifide Laboratories, commented, “Dangerous drug resistant pathogens such as MRSA and VRE have become significant threats in our communities, our schools and our homes.  We believe that the infomercial medium provides an invaluable opportunity for consumers to really learn about why our cleaning and disinfecting products are different from traditional chemicals and can control the spread of even the most frightening germs without contributing additional environmental toxins to the home.”

Jefferey Donnell, Vice President, Business Development of PURE Bioscience, added, “We are pleased to see OneShot Plus DD marketed on national television and look forward to positive results from increased consumer awareness and acceptance of SDC as the new standard in disinfecting technology.”

OneShot Plus DD

OneShot Plus DD carries remarkable efficacy claims, including a 30-second kill time on standard indicator bacteria, a 24-hour residual kill on standard indicator bacteria, a 2-minute kill time on some resistant strains of bacteria including MRSA and VRE, a 10-minute kill time on fungi, a 30-second kill time on HIV Type I and 3-10-minute kill times on other pathogenic viruses.  These claims distinguish the efficacy of OneShot Plus DD from many of the leading commercial and consumer products currently on the market, while maintaining lower toxicity ratings.  Based on the EPA toxicity ratings from Category I (high toxicity) down to Category IV, OneShot Plus DD is a Category IV antimicrobial for which precautionary labeling statements are not required.  This compares with Category II warning statements for most leading brands of disinfectant products.  Each bottle of OneShot Plus DD features PURE’s “Powered by SDC” logo.

About Sterifide Laboratories

Founded in 2006 to develop and commercialize specialty, eco-friendly and multipurpose cleaning products as well as disinfectants, Newport Beach, California-based Sterifide Laboratories focuses on launching new products to keep the environment cleaner and healthier.  In addition to OneShot Plus DD, the current product line consists of a multi-purpose cleaner/degreaser and a soil remediation cleaner/degreaser.  Sterifide Laboratories is dedicated to production of powerful and professional solutions for consumer, commercial and medical cleaning situations.  For more information, please visit www.sterifidelabs.com.

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. 

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