The new CEO, M. Schmieg, is tackling the mess of old EFSF one item at a time. His comments, in today's news, indicate that eFood is going in the right direction. Many products are left to promote. Think of PurEffect that could have been competitive to Pro Activ, Cinnechol, the energy bars, OraPhyte (re, DuPont)

Only Cinnechol is mentioned, for the moment, on the Nuvilex web site, along Cinnergen, but it's ok, one at a time.

Here's today's news:

"Nuvilex, Inc. Announces New Pricing for Cinnergen and Launch of dLife Advertising and Promotion Campaign

2009-04-08 08:30 ET - News Release

CHERRY HILL, N.J., April 8 /PRNewswire-FirstCall/ -- Nuvilex, Inc. , formerly eFoodSafety.com, an emerging healthcare consumer products company with a portfolio of aesthetics, dermatology, environmental and nutraceutical products, announced today that it intends to reduce the suggested list price and launch an advertising and promotion campaign for Cinnergen, a cranberry cinnamon liquid supplement that helps promote healthy glucose metabolism, to raise customer awareness and garner increased demand for the product at a lower price point.

Effective May 1, 2009, Nuvilex' wholly owned subsidiary, Cinnergen, Inc., will reduce the suggested retail price for a 32 ounce bottle of Cinnergen to $26.95 from $34.95. Additionally, lower multi-level wholesale pricing will be established to support the Company's retail partners. Tiered wholesale pricing will range from $186 to $162 per twelve-bottle case ($15.50 to $13.50 per 32 ounce bottle). The Company will discontinue production of its 16-ounce bottle size. The Cinnergen product is sold through leading retail establishments, such as AmeriMark, CVS Caremark, GNC, H E Butt Grocery Company, Hi-Health, RiteAid, USA Drug, Vermont Country Store, Virodyne, Vitamin Shoppe and Wal-Mart.

Nuvilex has separately executed a partnership agreement for the promotion of Cinnergen with dLife, the only multimedia network serving the diabetes community. The dLife advertising and promotion campaign is expected to launch in mid April. Its award-winning multimedia outlets include dLife TV, the only lifestyle TV series for people with diabetes, which airs every Sunday on CNBC at 7:00 PM ET/4:00 PM PT. With more than 80,000 pages of superior content, 9,000 diabetic recipes, and 400 videos, dLife.com is the leading online destination for diabetes information, inspiration and connection. The dLife network also includes: dLifeRadio, featuring the dLife Diabetes Minute, which can be heard on stations around the country and on XM Satellite Radio; and dLifeDirect, the only diabetes cooperative direct-mail program; professional programs; and more.

Phase one of the dLife partnership will include 1.2 million banner ads plus content integration on the dLife website, banner advertising in three upcoming dLife newsletters (350,000 circulation) and banner advertising in the upcoming Rite Aid Connect Newsletter (550,000 circulation). Nuvilex has engaged the Iridium Group to design its web and print placement ads and will also focus on improving its search positions with Google and Yahoo. Nuvilex also intends to promote Cinnergen on WebMD, the leading information website for health information.

"In line with our overall growth objectives for Nuvilex, we must first focus on our strengths and augment our revenue and cash flows from our core products. The best place to start is with Cinnergen, as our belief and the overall customer satisfaction in the product make it a leading supplement for maintaining a healthy metabolism," stated Martin Schmieg, Chairman and Chief Executive Officer of Nuvilex, Inc. "By improving our marketing and sales efforts, we intend to raise awareness and drive demand for Cinnergen. Engaging our retail partners with better pricing while maintaining current gross margin levels will help us in retail positioning, and the lower suggested retail price will be good for current and future Cinnergen users. Furthermore, our partnership with dLife will expose Cinnergen to the large pre-diabetic and diabetic population that is looking for healthy alternatives. We plan to closely monitor and track our Cinnergen advertising and promotion activities and hope to report a significant return on our investment."

Cinnergen operations, as of May 1, 2009, will be centralized to Nuvilex' facilities in Cherry Hill, New Jersey where order processing and fulfillment will be carried out by Nuvilex customer service personnel..."

So, there,

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