PURE Bioscience Improves Antimicrobial Technology Platform; Preliminary Stability and Efficacy Established for Higher pH Silver Dihydrogen Citrate Formulation.

SAN DIEGO -- PURE Bioscience (OTCBB:PURE) today announced that it has advanced its silver dihydrogen citrate antimicrobial technology to formulate well and retain efficacy at pH levels up to 6.5.

Michael L. Krall, president and CEO of PURE Bioscience, stated, "Our latest alternate formulation represents a significant development for applications which require a higher pH. This confirms the versatility of our antimicrobial and its potential to successfully integrate into an even wider spectrum of products. Stability, efficacy and versatility are key to the pursuit of one of the stronger strategies of our business plan: to penetrate multiple market segments with our antimicrobial technology as a new active ingredient additive to existing commercial and consumer products."

This latest development allows PURE to offer silver dihydrogen citrate formulas that should retain stability and efficacy when incorporated into products with pH levels ranging from 1.5 to 6.5.

PURE's silver dihydrogen citrate technologies lead today's global trend toward industry and consumer use of "green" products while providing competitive advantages in efficacy and safety. PURE obtained initial EPA registrations for use of Axenohl(R), the 2400-parts per million (ppm) technical grade concentrate used to manufacture use dilutions, and Axen(R), a 12-ppm hard surface disinfectant. PURE also obtained regulatory approvals for its Axen30 hard surface disinfectant products for use in restaurants, homes and medical facilities. In addition, PURE recently received EPA approval to expand its Axen30 claims to include use in childcare facilities. Axen30 is distinguished from many of the leading commercial and consumer disinfecting products because of its superior efficacy combined with lower toxicity.

In addition to EPA-approved uses of Axenohl technology, PURE, in conjunction with Therapeutics Inc., is aggressively pursuing the development and commercialization of Food and Drug Administration (FDA) regulated silver dihydrogen citrate-based healthcare products. Initial investigations show that silver dihydrogen citrate's broad spectrum of effectiveness combined with its low toxicity and low potential to induce bacterial resistance may provide important therapeutic advances in treatment of a number of medical diseases and conditions. PURE announced in May that Therapeutics is currently pursuing several potential silver dihydrogen citrate-based women's health products and has initiated work on a lead product for which it intends to pursue FDA approval. In June, PURE announced that Therapeutics is also pursuing potential silver dihydrogen citrate-based acne treatment products for which it intends to pursue FDA approval. Therapeutics expects its development efforts will lead to the filing of Investigational New Drug (IND) with the U.S. Food and Drug Administration (FDA).

About PURE Bioscience

PURE Bioscience (PURE) develops and markets technology-based products in the bioscience and water treatment sectors to provide non-toxic solutions to global health challenges. PURE's proprietary high efficacy/low toxicity bioscience technologies, including its Axenohl(R) antimicrobials and Triglycylboride(TM) pesticides, represent innovative advances in diverse markets. PURE is currently America's leader in pharmaceutical water purification with its Fillmaster(R) equipment, and the Company has expanded into residential water treatment with its Nutripure(R) water filtration systems. PURE Bioscience is headquartered in El Cajon, Calif. (San Diego metropolitan area) and its common stock is listed on the OTC Bulletin Board under the symbol "PURE." Incorporated in 1992, PURE Bioscience was formerly named Innovative Medical Services.

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.