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ULTRAFEM'S FEMININE PROTECTION PRODUCT 'INSTEAD' ACHIEVES DISTRIBUTION WITH ALL KEY RETAILERS

 Retailers Commit To Accelerated On-Shelf Distribution


NEW YORK, July 17 /PRNewswire/ -- Ultrafem, Inc., (Nasdaq: UFEM) announced today that all major retailers in its lead market have committed to sell its feminine protection product, INSTEAD(TM). These retailers include Walgreens, Longs, Payless/Thrifty, Safeway, Albertson's, Lucky's, SuperValu and Fred Meyer. INSTEAD now has commitments from retailers which account for 75% of all commodity volume (ACV) within the food and drug classes of trade in the lead product launch market.

The lead product launch market is the Pacific Northwest, which includes the major markets of San Francisco, Seattle and Portland. The Company estimates that this region represents approximately 8% of United States households. The Company intends to introduce INSTEAD in stages into additional significant geographic regions with full national distribution anticipated to be achieved over a three year period.

John Andersen, Ultrafem's CEO, said, "All retailers have committed to on-shelf distribution within four to eight weeks, compared to the industry standard of ten to twelve weeks. Because of this accelerated on-shelf schedule, we will double our initial quantity of in-store displays for retailer support. This broad-based acceptance by retailers confirms that INSTEAD will be widely available to consumers throughout the lead market."

INSTEAD is a new feminine protection product designed as an effective alternative to tampons and pads. The product collects, rather than absorbs, menstrual fluid and is easily inserted and worn in the upper vaginal canal. INSTEAD is designed to soften and conform to the user's anatomy and fit comfortably and securely. Ultrafem states that INSTEAD has significant advantages over tampons and pads with respect to performance, safety, comfort and the ability to be worn for up to 12 hours.

Ultrafem is a women's health care products company founded in 1990 by Audrey Contente, inventor of the patented SoftCup Technology. The Company's business strategy is to develop, manufacture and market proprietary products based on its patented SoftCup Technology directed at high potential, underserved segments of the women's health care market. The Company completed an initial public offering in February 1996 to finance the launch of its first commercial product, INSTEAD.
 -0- 7/17/96


/CONTACT: Krista Grossman of Bozell Sawyer Miller Group, for Ultrafem, Inc., 212-484-7760/

(UFEM)

CO: Ultrafem, Inc. ST: New York IN: MTC HOU REA SU:

PD -- NYW038 -- 1363 07/17/96 11:06 EDT
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1996 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Jul 17, 1996
Words:386
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