According to the company, ProBiora3 is an integrated oral care product that contains three natural, human-derived, oral probiotic bacteria designed to promote healthy teeth and gums, as well as whiten teeth and freshen breath.
ProBiora3 will be distributed through a wide array of mass marketing channels beginning with a group of products manufactured by and for Oni under the name Evora. The first product, a wholly natural mint flavored lozenge, will be known as EvoraPlus and will address adult oral health. Following shortly thereafter, the company will market modified formulations that address the oral health needs of children and the fast-growing companion pet market.
All of the ProBiora3 products will be marketed under the generally recognized as safe (GRAS) provision of the FDA regulations. Oni has hired Gerald David, an expert in nutraceutical sales, along with other key staff members to manage the sales and marketing of ProBiora3.
Mr David, who will operate out of a new sales office located in Tampa, Florida, has planned a television, print media and internet information and sales campaign, which has already begun in the US. EvoraPlus will be offered on a number of large retail sales sites. Oni is arranging for a credit facility to finance these efforts. Retailers can expect initial deliveries in October, 2008.