CUMBERLAND PHARMACEUTICALS &
ANNOUNCE CERALYTEŽ AGREEMENT
Nashville & Baltimore (feb, 2004) - Cumberland Pharmaceuticals Inc. and Cera Products
Inc. announced today an agreement for the national commercialization of CeraLyteŽ, a
new-generation oral rehydrating solution.
Under the terms of the agreement,
Cumberland assumes responsibility for the national sales, marketing and distribution of
CeraLyte while Cera Products continues to be responsible for product formulation,
development and manufacturing.
"We are excited to partner with Cera
Products and help make this important new product available to patients nationwide,"
said A.J. Kazimi, Chief Executive Officer of Cumberland. "We'll be supporting the
product with a multi-faceted marketing and sales campaign."
CeraLyte is a new-generation oral
rehydrating solution (ORS) proven effective against dehydration and diarrhea, a unique
dual action feature. While other products in this class are typically sugar-based,
CeraLyte is an advanced solution made with a patented rice-based formulation. Effective
for both children and adults, it is the only product in its class available in both
ready-to-drink (liquid) and ready-to-mix (powder) forms. CeraLyte was developed by Cera
Products based on research led by scientists at Johns Hopkins University. For more
information on the product, visit the CeraLyte web site at www.CeraLyte.com.
"This agreement provides us with an
excellent partner to build on the success we have had with CeraLyte, our lead
product," said Charlene Riikonen, President of Cera Products. "CeraLyte is
already being used at several major medical centers and will now be available to patients
across the country."
CeraLyte will be available at retail
pharmacies nationwide and will be featured to 7,500 office-based gastroenterologists as
well as hospital emergency room and primary care physicians. These efforts will be
augmented with clinical literature, journal & mail communications and medical meeting
Cumberland Pharmaceuticals Inc. is a
Tennessee-based company formed to acquire rights to and actively market a portfolio of
niche pharmaceuticals for specific physician segments such as gastroenterology, critical
care, pulmonology and emergency medicine. For more information, visit the Cumberland
Pharmaceuticals Inc. website at www.CumberlandPharma.com
Cera Products Inc. is a Maryland-based
biotechnology company focusing on the research and development of proprietary technologies
and products. For more information, visit the Cera Products website at www.CeraLyte.com