SOURCE: Health Enhancement Products, Inc.

December 13, 2007 08:30 ET

Health Enhancement Products Signs Contract With Specialty Nutrition Group, Inc. for Re-Branding and Product Marketing of ProAlgaZyme

Greg Horn, Past CEO of General Nutrition Centers (GNC), to Head up Project

SCOTTSDALE, AZ--(Marketwire - December 13, 2007) - Health Enhancement Products, Inc. (OTCBB: HEPI) announced today that they have entered into a re-branding and marketing agreement with Specialty Nutrition Group, Inc. (SNG) Florida. The agreement calls for SNG to "create a new brand positioning," including packaging and marketing materials, and to identify and develop potential partners for distribution.

A spokesman for HEPI stated: "For the past 3 1/2 years we've been working diligently to prove the efficacy of our product, and although we've done some marketing of ProAlgaZyme, it's been minimal at best and not as successful as we had hoped. With the recent peer reviewed publication with respect to the results of our Cameroon trials, ProAlgaZyme's credibility as a nutraceutical should be greatly enhanced. We believe that the nutraceutical industry will take a more serious look at the sales potential of a product whose claimed benefits are supported by a peer reviewed study, particularly compared to other products whose claimed benefits are not supported by a clinical study. Specialty Nutrition Group, Inc. is the premier marketing and branding group in this industry and we're thrilled that they are working with us on this exciting project."

Specialty Nutrition Group, Inc. is a nutrition brand building firm focused on commercializing innovative and scientifically validated nutrition products. SNG acts as co-development partner with large consumer products and nutrition companies to rapidly commercialize nutrition innovations, represents academic institutions and individual inventors to find new commercial applications for their inventions, and develops its own brands for commercial launch in the nutraceutical market. The professionals of Specialty Nutrition Group, Inc. have been responsible for launching new nutraceuticals products with current annual retail sales of over $1 billion.

The Group's primary partners are Greg Horn, former CEO of General Nutrition Centers, (GNC), where he was responsible for building GNC from $400 million to $1.5 billion in revenues. Irina Lorenzi, President of SNG and past VP of Marketing at Rexall-Sundown where she was responsible for multiple supplement lines.

Irina Lorenzi, President of SNG stated: "We see significant health and commercial potential for the ProAlgaZyme formulation," and we are delighted to play a role in achieving that potential." Greg Horn, Principal at SNG noted: "This product offers the rare combination of proprietary manufacturing, intellectual property, and clinical research on the final product, which has the benefit of being all natural. The early research indicates effectiveness against a cluster of health issues with tens of millions of suffers in the U.S. alone, an indicator of strong market potential."

PRINCIPALS IN Specialty Nutrition Group, Inc. ARE AS FOLLOWS:

Irina Lorenzi President of SNG is a leading innovator and brand builder in the health and nutrition category. Her 20-year career spans every aspect of marketing, product development, merchandising and brand management across all retail channels. Her early career was spent as a merchandiser and lead buyer for natural foods retailers, including Nature Food Centres and Alfalfa's Market. She then served as project manager with responsibility for the development and launch of the Nature's Fresh! Northwest lifestyle superstore, a fully branded innovative natural foods store incorporating a wellness education center, an integrative pharmacy and a spa in one 36,000 square-foot retail space. The Nature's store was widely acclaimed both within and outside the industry, winning the national award for retail store of the year (all categories) in 1998. Irina then served as brand director for the launch and marketing of PharmAssure, a co-brand developed as part of the GNC and Rite Aid joint venture. She was then appointed senior sales director for the vitamin, mineral and specialty supplements category at General Nutrition Center, the world's largest specialty retailer, with responsibility for approximately a third of GNC's revenue. Irina was responsible as Vice President of Marketing for Rexall-Sundown supplement lines, including Osteo Bi-Flex, Rexall, Sundown and Sundown Kids. Most recently, she was Vice President of Innovation and Supply Chain for Garden of Life during a successful 18-month turnaround.

Greg Horn has dedicated his career to building brands that enhance healthy living. He was Chief Executive Officer of General Nutrition Centers, Inc., a $1.5 billion NASDAQ-traded company. He held a number of positions with GNC, including head of marketing and business development and chief operating officer before becoming CEO and was instrumental in building the GNC brand and in expanding the company by $100 million per year 11 years in a row, from $400 million to $1.5 billion in revenues. When GNC was acquired in 1999 by Royal Numico, he was chairman of Royal Numico's North American Executive Committee, overseeing all the company's $2.5 billion specialty retail, mass market, and direct selling operations on this continent. He is founder and CEO of Specialty Nutrition Group (SNG), a leading innovator in the nutrition brand building from concept through launch. He has also served as an advisor or board member to several health-oriented companies, including Garden of Life, PacificHealth Laboratories, Brand New Brands, Efficas, and Know Fat Franchising. He holds an MBA from UCLA and a BA (summa cum laude, phi beta kappa) from the University of Redlands.

About Health Enhancement Products, Inc. and ProAlgaZyme

Health Enhancement Products Inc. is a nutraceutical company engaged in the development of a Dietary Supplement product using only pure, all-natural ingredients. The company's sole product is ProAlgaZyme, a liquid product produced from algae grown in 100% distilled water. The liquid in which the algae are grown is drawn off, filtered, tested and bottled as ProAlgaZyme.

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 that 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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