February 08, 2007 19:50 ET

Canada's Best-Selling Topical OTC Pain Reliever for Arthritis and Joint Pain -- LaKOTA -- Now Available for First Time in U.S. Stores Nationwide

BOCA RATON, FL -- (MARKET WIRE) -- February 8, 2007 -- Canada's best-selling topical over-the-counter pain reliever -- LaKOTA Topical Pain Relieving Gel -- Arthritis Formula -- -- is now available to consumers nationwide on and starting this month on -- and in the near future at Used by millions of people for years in Canada, LaKOTA Topical Pain Relieving Gel is appropriate for the temporary relief of minor aches and pains of muscles and joints associated with simple backache, arthritis, strains, bruises and sprains. It provides penetrating temporary pain relief that is non-greasy.

The active ingredient in LaKOTA Topical Pain Relieving Gel -- Arthritis Formula -- is Capsaicin (0.025%), a natural component of chili peppers. The plant-based Capsaicin works by hitting on a protein known as TRPV1, which transports its message into the nervous system via sensory nerves. TRPV1 also is activated by the heat and acidity produced by arthritis and other inflammatory conditions. Capsaicin depletes nerve cells of the substance, which is important for sending pain messages, thus providing temporary pain relief.

"We are excited to bring for the first time to American consumers the LaKOTA legendary Native American formulas," said Ria Romano, LaKOTA Public Relations Manager. "Americans can try LaKOTA with confidence as it is one of the fastest-growing brands in Canada in this category since 2003. With millions in the U.S. still questioning the safety of COX-2 products, many chronic pain suffers are looking for more natural over-the-counter alternatives such as the LaKOTA brand of products. Other popular LaKOTA products are already hitting the shelves at various retailers nationwide."

According to recent statistics from the Centers for Disease Control and Prevention, one in five adults (more than 21%) in the U.S. report having doctor-diagnosed arthritis and 50% of adults 65 years of age and older reported an arthritis diagnosis. Increasing numbers of consumers who have chronic conditions are choosing alternative solutions, such as LaKOTA, when conventional therapies are of concern.

LaKOTA Topical Pain Relieving Gel -- Arthritis Formula -- ( is available at in a special Twin Pak, and starting this month at and in the future at

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