PURE PURE Bioscience Inc (PK)

PURE Developing SDC-Based Antimicrobial for Direct Food Application

Processing Aid Addresses Pathogen Persistence in Produce, Poultry, Meats

SAN DIEGO, CA--(Marketwired - Jan 28, 2014) - PURE Bioscience, Inc. (OTCQB: PURE), creator of the patented silver dihydrogen citrate (SDC) antimicrobial, today announced progress in development of a SDC-based antimicrobial for direct food contact. The Company is testing formulations to be used as a rinse or processing aid on produce, poultry, and meats.

PURE initiated this project in December 2013, and is working with Dr. James Marsden, a noted food safety scientist and expert at Kansas State University, on the testing and preparation of the submissions for authorization to the FDA and USDA. The Company expects to make the submissions early in the calendar second quarter 2014, and estimates that the authorization process could take up to six months, or calendar fourth quarter 2014.

The Company's SDC-based antimicrobial disinfectant for food contact surfaces, PURE Hard Surface, in extensive testing in food processing plants and restaurants, has demonstrated superior effectiveness in breadth and speed of pathogen kill, and therefore the reduction of food safety risk. The product also provides 24-hour residual kill and has a favorable safety profile. In developing a direct food application, the Company's expectations are that, because of SDC's properties, modes of action and non-toxicity, SDC could revolutionize the industry by proving to have superior efficacy to interventions and processing aids currently in the market.

A critical issue for the food industry is the growing number of product recalls and food borne illness outbreaks due to the presence of pathogens like salmonella and E.coli, especially in produce and poultry. In addition, there is growing evidence that these bacteria can build up a resistance to many antimicrobials in use on food products today. Based on experience to date, bacteria have not been able to build up a resistance to PURE's SDC. The Company estimates that in the U.S. the potential available market for direct food contact antimicrobials is in excess of $1.0 Billion.

"Having an SDC-based direct food application that is more effective in the killing of pathogens that persist through the processing of produce, poultry and meats will greatly increase the value of the food safety solution that PURE is able to offer the food industry," said Hank Lambert, CEO of PURE Bioscience. "We are excited that preliminary test results are encouraging in this regard."

About PURE Bioscience, Inc.

PURE Bioscience, Inc. is focused on developing and commercializing its proprietary antimicrobial products that provide solutions to the health and environmental challenges of pathogen and hygienic control within the food industry. The Company's technology platform is based on patented stabilized ionic silver, and its initial products contain silver dihydrogen citrate, or SDC. SDC is a broad-spectrum, non-toxic antimicrobial agent, which offers 24-hour residual protection. As a platform technology, SDC is distinguished from existing products in the marketplace by its superior efficacy, reduced toxicity and the inability of bacteria to form a resistance to it. PURE is headquartered in El Cajon, California (San Diego metropolitan area). Additional information on PURE is available at www.purebio.com.

Forward-looking Statements

Any statements contained in this press release that do not describe historical facts may constitute forward-looking statements as that term is defined in the Private Securities Litigation Reform Act of 1995. Forward-looking statements inherently involve risks and uncertainties that could cause our actual results to differ materially from the forward-looking statements. Factors that could cause or contribute to such differences include, but are not limited to, the Company's cash position and liquidity requirements, the Company's failure to implement or otherwise achieve the benefits of its proposed business initiatives and plans, 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, including to manufacture its products, and other risks detailed in the Company's periodic report filings with the Securities and Exchange Commission, including our annual report on Form 10-K filed October 24, 2013. You should not place undue reliance on these forward-looking statements, which speak only as of the date of this press release. 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.

Contacts: Tom Hemingway Redwood Investment Group 714-978-4425 Email Contact Terri MacInnis Director of IR Bibicoff + MacInnis, Inc. 818-379-8500 Email Contact Company Contact: Peter C. Wulff CFO & COO PURE Bioscience, Inc. 619-596-8600 ext.111 Email Contact