Health Enhancement Products, Inc. Contracts Bruker Analytical Services to Conduct Further Isolation of Potential Cholesterol Regulating Compounds

SCOTTSDALE, AZ--(Marketwire - January 20, 2011) - Health Enhancement Products, Inc. (OTCBB: HEPI) has contracted the analytical services arm of scientific instrument maker Bruker Corporation, based in Billerica, MA, to conduct liquid chromatography, nuclear magnetic resonance and mass spectroscopy on the final remaining isolates identified by the HEPI research team over the last year. This latest news caps months of studies and assays conducted to explore the therapeutic efficacy of the Company's biologically active algal extract, ProAlgaZyme®. Early in 2010, HEPI announced the discovery of a mechanism for the potential regulation of cholesterol via its proprietary algal extract and shortly thereafter executed provisional patent applications to that end. Subsequently, HEPI again engaged Dr. Smiti Gupta of the Wayne State University Department of Nutrition and Food Science, to conduct another wave of studies over the course of 2010 to reconfirm previous findings and establish a therapeutic study model.

Additional studies were also conducted by Oxford Biomedical Research of Rochester Hills, Michigan, These studies provided the HEPI research team with sufficient information to proceed towards the final stages of isolation and characterization.

"It's been an extraordinary process," states HEPI Executive VP John Gorman. "We all agreed early on that the evidence supporting the scientific claims needed to be indisputable and repeatable. We were compelled to repeat and reassert our assumptions and findings to make sure we were on the right path."

Gorman further stated, "The Company's R&D efforts and product development strategies have again diverged, and we were pursuing two completely different and separate opportunities. The first -- a natural, bioactive product that we intend to introduce as a new dietary supplement, and secondly, a redeveloped, high-volume process to produce the original ProAlgaZyme® (PAZ™) enhanced water product. The two have little in common and completely different applications."

About Health Enhancement Products, Inc.
Health Enhancement Products, Inc. (OTCBB: HEPI) is a health & wellness company engaged in the development of a product comprised of pure, all-natural compounds that can be used as a dietary supplement and food additive. The Company's product is ProAlgaZyme® (PAZ™), a liquid product drawn from living algae grown in purified water. The water in which the algae are grown is drawn off, filtered and bottled under the trademark ProAlgaZyme®.

Safe Harbor Statement
Except for any historical information, the matters discussed in this press release contain forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. These forward-looking statements involve risks and uncertainties. A number of factors could cause actual results to differ from those indicated in the forward-looking statements, including the timing of completion of a trial, actual future clinical trial results being different than the results the company has obtained to date, and the company's ability to secure funding. Such statements are subject to a number of assumptions, risks and uncertainties. Readers are cautioned that such statements are not guarantees of future performance and those actual results or developments may differ materially from those set forth in the forward-looking statements. The company undertakes no obligation to publicly update or revise forward-looking statements, whether as a result of new information or otherwise.

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IR Contact:
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