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Non-Tech : Enamelon (ENML) - Does anyone follow this? -- Ignore unavailable to you. Want to Upgrade?

To: Dale Baker who wrote (753)	1/13/1999 1:30:00 PM
From: Mel Spivak	Read Replies (1) \| Respond to of 863

Nice news coming out today: New whitening toothpaste, new patent and need a new COO: Wednesday January 13, 12:10 pm Eastern Time Company Press Release Enamelon, Inc Introduces Whitening Anticavity Fluoride Toothpaste to Food, Drug and Mass Merchandisers YONKERS, N.Y.--(BUSINESS WIRE)--Jan. 13, 1999--Enamelon, Inc. (Nasdaq NM: ENML - news), which is using its proprietary ''remineralization'' technology to develop over-the-counter oral care products to rebuild and renew tooth enamel to help stop cavities before they begin, today announced that it is launching its new whitening toothpaste to food, drug and mass merchandisers and expects to begin shipping nationally in the second quarter. The whitening segment represents approximately $224 million, or 14%, of the $1.6 billion toothpaste category and is the second fastest growing segment, according to A.C. Nielsen. The Enamelon Calcium Whitening System has a unique formula that not only whitens but also strengthens teeth. Calcium whiteners gently remove stains and whiten teeth, while the patented Liquid Calcium(tm) formula with fluoride penetrates to strengthen tooth enamel and helps prevent tooth decay. ''We are very excited about the launch of this product,'' commented Dr. Steven Fox, Chairman and CEO of Enamelon, Inc. ''As a complement to our all-family toothpaste, Enamelon Whitening toothpaste will help increase the brand's overall shelf visibility, which is instrumental in continuing to build brand equity. We expect our new sales force to play an important role in the product launch.'' In July 1998 the Company hired Louis Machin as Vice President of Sales and subsequently hired three regional sales directors to supervise and train the Company's extensive broker network. This sales team has over 70 years of combined sales experience and will help prepare for and manage the new product launch, as well as further strengthen the Company's management of the all-family fluoride toothpaste. Enamelon, Inc. is focused on developing and marketing over-the-counter oral care products based on proprietary formulations and technologies. The Company's remineralization technologies include those which are designed to provide the active ingredient fluoride in a formulation containing soluble calcium and phosphate to advance the fight against tooth decay. The Company's corporate office is located in Yonkers, N.Y., and its laboratory facilities and other offices are located in Cranbury, N.J. This release contains forward-looking information including statements regarding expected sales results and the impact the Company's marketing activities has on those expected sales and therefore it necessarily involves risks and uncertainties. Factors that could cause actual events to differ materially from these forward-looking statements include, but are not limited to, the following: acceptance of the Company's products by consumers; the Company's ability to procure additional financing, as necessary to maintain its operations until it becomes profitable; and changes in government regulations as they apply to the Company's products. These and other risks are described in the Company's filings with the Securities and Exchange Commission, including the Company's Form S-1 registration statements, Annual Report on Form 10-KSB for the year ended December 31, 1997 and 1998 Quarterly Reports on Form 10-QSB. NOTE: Further information on Enamelon is available through our website on the World Wide Web at enamelon.com