updated 10/12/2010 2:45:20 AM ET 2010-10-12T06:45:20

LAS VEGAS, Oct. 11, 2010 (GLOBE NEWSWIRE) -- Adiri®, the innovative baby bottle touted as being "the next best thing to breastfeeding," was awarded a 2010 JPMA Innovation Award by the Juvenile Products Manufacturing Association at the opening of the ABC Kid's Expo yesterday in Las Vegas, Nevada.  Internationally recognized, the JPMA Innovation Awards highlight the most exciting new products in the juvenile marketplace today.  Entries are evaluated by a selection committee of trade media representatives and industry retail buyers, and judged on their innovation, marketability, trend-setting potential, appeal, and usefulness.

The award is the sixteenth major international award over the past three years that has recognized the innovation, unique design and medical usefulness of the Adiri® baby bottle since 2007.  Past Adiri® awards include the Gold MDEA (Medical Design Excellence Award), the premier award for the international medical technology community and sharing top honors with the 'Apple ® iPod Touch®' from among 23,000 product entries from over 58 countries at the annual D&AD Awards, considered the most internationally respected and prestigious awards for the design industry.

"This prestigious award reinforces the trend-setting impact and overwhelming success Adiri® has had in the infant feeding community," said Chris Kutschera, CEO of Adiri®. "We are especially grateful to the JPMA for recognizing our efforts and encouraging us through this award to continue to innovate and set new industry trends."  The award acknowledged both specific design innovations of the bottle and the company's vision and progress towards becoming the first baby bottle in the world to be certified free of all Estrogenic Activity (EA).  The new Adiri® EA-Free bottle, developed in partnership with PlastiPure™, will be on the market in 2011.

Chemicals such as BPA and phthalates that are known to exhibit Estrogenic Activity (EA) have been widely publicised because of their strong link to birth defects, reproductive cancers, and behavioural and learning disorders. However BPA and phthalates are only a few of thousands of chemicals used in plastics with similar hormone-disrupting potential. PlastiPure's recent testing of fifteen premium-brand BPA-free baby bottles found that all tested positive for Estrogenic Activity (EA), with eight measuring at or above the EA level of the BPA-polycarbonate bottles they replaced.  Therefore 'BPA-free' does not mean the product is free of potential hormone-disrupting chemicals.

Adiri®, in partnership with ReliaBrand® and PlastiPure™, will be launching a series of new EA-Free baby bottles, sport bottles, food storage containers and flexible cling wrap and bags manufactured and marketed under the Adiri®, ReliaDose™, ReliaWare™, ReliaWrap™ and WaterGeeks™ brand names in 2011. "We are very proud to have two JPMA award winning brands among our family of products and especially proud of Adiri® today," ReliaBrand® President Brent Meikle said. "There is no higher honour in our industry than the peer adjudicated JPMA Innovation Awards".

PlastiPure™, supported by grants from the National Institute of Environmental Health and Safety (NIEHS), a division of the NIH, and from the National Science Foundation (NSF) has been working for ten years to develop new, reliable and highly sensitive methods to both detect and help eliminate estrogenic activity (EA) chemicals in plastic products.  These proprietary technologies for detecting and eliminating EA using the most sensitive and reliable methods available will be employed in developing and certifying all ReliaBrand® products to be "PlastiPure Safe™" EA-Free.

About ReliaBrand® www.ReliaBrand.com: ReliaBrand® was created to develop and promote EA-Free products through leading brands such as Adiri®, WaterGeeks™, ReliaDose™, ReliaWrap™, and ReliaWare™ that have historically been distributed through over 25,000 North American retailers.

About PlastiPure™ www.PlastiPure.com: PlastiPure™ creates, licenses, and certifies new polymer formulations and products that are safer for consumer use, with a wide range of applications for food and beverage, pet food, infant feeding, fitness, personal care, packaging, cosmetics, medical supply, pharmaceutical, toy and other industries.

This information was brought to you by Cision http://www.cisionwire.com

© Copyright 2012, GlobeNewswire, Inc. All Rights Reserved


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