2007-04-17 15:52:13 -

CINCINNATI, April 17 /PRNewswire/ -- April is irritable bowel syndrome (IBS) awareness month, a condition that causes Americans substantial pain, both physically and financially. The estimated 30 million Americans who suffer from IBS - a disorder characterized by a range of symptoms, including abdominal pain and discomfort, bloating, constipation and diarrhea - spend approximately $30 billion annually, excluding prescription and over the counter drug costs. It is the most common functional bowel disorder and is the second leading cause of work absenteeism in the United States.

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To combat this disease, consumers are increasingly shopping for natural solutions in the form of probiotics, as a safe and cost-effective way of taking control of their digestive problems. Probiotics are beneficial bacteria that aid digestion, help strengthen the body's natural defenses and support a more appropriate balance of healthy bacteria in the gastrointestinal tract. However, probiotics are not all the same.

"Consumers need to know that not all probiotics are created equal," said Dr. Eamonn Quigley, Professor of Medicine and Human Physiology at the Cork University Hospital. "There are many probiotic strains on the market that are not clinically proven to have any benefits. The most important things to remember when shopping for a probiotic are to know what research lies behind the bacterial strain in the product and to be able identify the necessary information from the probiotic label."

Clinical data to support the benefits of a probiotic strain is essential when choosing a probiotic. Bifantis(R) (Bifidobacterium infantis 35624) is the first and only probiotic that has been clinically proven to help manage the full range of symptoms of IBS in a large scale, placebo-controlled clinical trial. No other probiotic is backed by the clinical data supporting Bifantis. The clinical study was sponsored by P&G Health Sciences Institute.

"It can be hard for consumers to navigate through all of the probiotic products currently available on the market and to find strains that are proven effective, like Bifantis," says Dr. Quigley. When shopping for a probiotic product, consumers should ensure the label includes all of the following information:

-- Actual strain(s) name and the quantity of probiotic bacteria for each strain listed. The number of probiotic bacteria needed to be effective is strain- and product-form specific; more is not necessarily better. -- "Best used by" date and a batch or lot code. The code printed on an individual container that serves as a reference number for the plant to track production information. -- Company information. Look for products manufactured by well-trusted companies who have a history of good clinical evidence and support for their product. Also look for corporate contact details like a Web site or a toll-free number. -- Dosing information, directions for use and storage. Many products have complicated dosing regimens or directions, and the suggested storage conditions vary based on probiotic form and stability. -- Expectations - does the label tell you what to expect from product use? -- Facts - the Supplement Facts that includes the nutritional and supplement information.

More information on probiotics, IBS and Bifantis is available at http://www.bifantis.com/.

About Irritable Bowel Syndrome (IBS)

Irritable bowel syndrome is the most common functional bowel disorder, characterized by a range of symptoms, including abdominal pain and discomfort, bloating and altered bowel function (constipation and/or diarrhea).

Significant morbidity is associated with IBS, as patients suffering from IBS related symptoms endure a decreased quality of life as they are prevented from participating in activities they would normally enjoy. The impact on quality of life has been estimated to be greater than that of diabetes and similar to that of clinical depression.

The current goal of therapy is management and reduction in the frequency and severity of episodes or symptoms. The management of IBS currently ranges from dietary (increasing fiber and reducing dairy products) and behavioral changes (restricting diet and slowly adding in new foods) to medications (over-the-counter and prescription).

About Bifidobacterium infantis 35624 (Bifantis(R))

Bifantis is the trademarked name for the probiotic strain Bifidobacterium infantis 35624. These normal, friendly bacteria play an important role in basic digestion, proper metabolism and overall well-being. Bifantis works within the digestive system to restore intestinal balance and maintain normal digestive health. Bifantis is a calorie- and lactose-free natural dietary ingredient that is similar to the active cultures found in some yogurts and fermented milks.

Bifantis may be especially helpful for people who experience one or more of the symptoms commonly associated with IBS, including diarrhea, constipation, bloating, gas, urgency and abdominal discomfort.

About P&G Health Sciences Institute

The P&G Health Sciences Institute is a conglomerate of P&G research expertise and capabilities including state of the art research facilities dedicated to identifying, developing, and using leading health care technologies in the development of effective products for both the developing and developed world. Procter & Gamble has a long history of scientific research both internally and through collaboration with external partners in the areas of health, hygiene, and nutrition, dating back more than 50 years. Please visit pghsi.com for more information on the P&G Health Sciences Institute as well as pg.com for the latest news and in-depth information about P&G and its brands.

Contact Info Jenny Keeney Velvet Gogol Bennett (312) 932-2819 (513) 622-4734 jenny.keeney@fleishman.com gogolbennett.vc@pg.com

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Source: P&G Health Sciences Institute