For Release: 07-14-2008

Identigene DNA Paternity Test Kit Chosen as Editor's Pick by Drug Store News

Industry's Premier Trade Publication Selects Identigene DNA Paternity Test Kit—the First DNA Test Kit Ever Sold Through Major Retail Stores—as One of 'Top 30 Hot Product Launches for 2008.'

SALT LAKE CITY (July 14, 2008)—Identigene today announced the Identigene DNA Paternity Test Kit was selected by editors of Drug Store News as one of their Top 30 Hot Product Launches for 2008. Identigene's DNA Paternity Test Kit provides customers with a quick and accurate answer to their paternity questions and is the first DNA test kit ever sold through major retail stores.

"We looked back over the past 18 months to find the big-hit launches, and we picked the best new items that we have seen," said Rob Eder, editor in chief for Drug Store News. "We are pointing out what these new products have done to earn our attention and why we believe they deserve the special consideration of other industry professionals." Drug Store News reporters chose from over-the-counter health care, personal care and beauty care products as well as consumables and general merchandise.

The Identigene DNA Paternity Test Kit is now sold in the family-planning section of more than 10,000 retail outlets in 45 states, including Rite Aid, CVS/pharmacy and other retailers, making paternity testing easily available as well as fast and affordable. It will not be offered in New York because a state law requires a doctor's prescription or a court order to initiate a DNA test.

In less than nine months since test marketing, Identigene has sold more than 45,000 DNA paternity test kits. Identigene's laboratory routinely provides test results with probabilities of paternity greater than 99.99 percent.

"It is a huge compliment to Identigene as well as a validation of our product to be recognized in this way by industry editors, considering the many thousands of new products that appear in drug stores each year," said Identigene COO Doug Fogg. "The local drug store is familiar to almost everyone and the sale of our test kits in this venue fulfills our goal of conveniently providing people who have paternity questions with a definitive answer quickly."

Drug Store News is the industry's leading trade publication providing comprehensive coverage of every major segment of chain drug retailing and combination stores to an audience of more than 40,000 professionals. Drug Store News has been published for 70 years and has editorial offices in New York City, NY. The Editor's Picks of Hot Product Launches story was published in the June 23, 2008 issue.

To use Identigene's DNA Paternity Test Kit, participants rub a swab inside their mouths to collect a DNA sample. The samples, consent forms and a lab fee are then sent in an enclosed postage-paid envelope to Identigene for processing. Results are available within three to five business days of receipt at the laboratory. Customer can access their results online or receive them via U.S. Mail, and all information remains strictly confidential. An option is available for customers who want to use test results in legal proceedings that provides specific collection and secure chain-of-custody procedures for the DNA samples.

Suggested retail price for an Identigene DNA Paternity Test Collection Kit is $29.99. The cvs.com price is the same, plus shipping. The laboratory and processing fee for the personal test is $119. The laboratory and processing fee for test results for legal proceedings is $319.

The Identigene DNA Paternity Test Kit online pressroom is www.dnatesting.com/presskit, and provides high-resolution images, B-roll footage and a store locator.

About Identigene

Identigene, a Sorenson Genomics company, was founded in 1993 and was the first DNA testing laboratory in the world to commercially use modern STR technology for paternity testing. Identigene offers a full range of DNA testing services including tests used to determine paternity, siblingship and other familial relationships, as well as DNA tests for purposes of immigration, child custody, settling estates and other family-related situations. Additional information about Identigene and its DNA testing services is available by visiting www.dnatesting.com.

Press Contacts

David Parkinson
The Sorenson Group
801.490-1015
david@sorensoncompanies.com

Jacob Moon
The Sorenson Group
801.490-1017
jacob@sorensoncompanies.com