Ciba to Accelerate Global Marketing of Ciba TINOSAN SDC in Personal Care, Household and Industrial Markets

SAN DIEGO and BASEL, Switzerland, Dec. 1 /PRNewswire-FirstCall/ -- PURE Bioscience (Nasdaq: PURE) today announced it has signed a new agreement with Ciba (SWX: CIBN) to market and sell PURE's silver dihydrogen citrate antimicrobial as a preservative and biocide in the personal care, household, and industrial markets worldwide. In the personal care market, PURE granted Ciba exclusive marketing rights for SDC in personal care under trade name Ciba(R) TINOSAN(R) SDC.

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Catherine Ehrenberger, Global Head of Ciba Home & Personal Care Business Line, commented, "With this technology from PURE Bioscience, we are able to support customers in the personal and household care industries as they strive to enhance the antimicrobial effects and shelf life of their formulations. We are especially excited about the opportunities in the cosmetics market, where manufacturers are increasingly expected to deliver antimicrobial benefits without compromising the look and feel of their products."

Michael L. Krall, President and CEO of PURE Bioscience added, "Ciba's global reach, well-established customer base and commitment to innovation make it an excellent partner to drive SDC into the personal care, household and industrial markets."

Krall continued, "Although Ciba's focus is on only one segment of SDC's platform technology potential, these markets are significant and fast growing."

Krall concluded, "As government agencies institute stricter policies on chemical use, corporations face mounting pressure to protect human health and the environment. At the same time, commercial and retail consumers are increasingly discriminating about ingredients in the products they purchase. Accordingly, many antimicrobial chemicals are under intense scrutiny. Our technology addresses these significant market needs and requirements with its quick and broad spectrum antimicrobial activity, low toxicity, residual protection and the inability of bacteria to form resistance to it. In addition, its manufacture is also environmentally friendly thanks to our zero discharge production process, which creates no waste or by-products."

About Ciba

Ciba (SWX: CIBN) is a leading global company dedicated to producing high-value effects for its customers' products. We strive to be the partner of choice for our customers, offering them innovative products and one-stop expert service. We create effects that improve the quality of life - adding performance, protection, color and strength to plastics, paper, automobiles, buildings, home and personal care products and much more. Ciba is active in more than 120 countries around the world and is committed to being a leader in its chosen markets. In 2007, the Company generated sales of CHF 6.5 billion from continued operations and invested over CHF 260 million in R&D.

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.

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.

    PURE Investor Contact:
    Paul G. Henning, Vice President
    Cameron Associates
    (212) 554-5462
    paul@cameronassoc.com

    PURE Press Contact:
    Suzanne Matick
    Gutenberg Communications
    (831) 479-1888
    Suzanne@gutenbergpr.com

    Ciba Contact:
    Media:  Tel: +41 61 636 4444
            Fax +41 61 636 3019
    Investor Relations:  Tel. +41 61 636 5081
                         Fax +41 61 636 5111

SOURCE PURE Bioscience