• May 12, 2009

Procter & Gamble is moving into national distribution for the first time for the probiotic Align.

Probiotics are meant to supply bacterial flora to the alimentary tract. It is also good medicine for patients with bouts of constipation, diarrhea and the like.

Procter & Gamble says Align keeps alimentary flora in balance with a strain brand discovered in the '90s called Bifantis. The supplement has only been available online or from pharmacists, per P&G.

The company is promoting Align through a partnership with dietician Ashley Koff who appears on the web site www.aligngi.com and is central to a consumer content campaign that encourages people who have used the product to write about how it has helped them.

The company is dangling a chance at a trip to the 36th Annual People's Choice Awards and After Party. The grand prize winner will also get a consult with Ashley Koff.--Karl Greenberg