P&G announces partnership of Align, celebrity dietician Koff

CINCINNATI Procter & Gamble on Tuesday announced a partnership with celebrity dietician Ashley Koff around its probiotic Align.

The company cited a recent survey as the genesis behind partnering with Koff. The survey found that 75% of women were interested in getting a digestive health makeover with health experts as a way to strengthen gastrointestinal health while avoiding uncomfortable episodic digestive upsets that impact their daily lives.

As part of the partnership, P&G launched the Align My Digestive Makeover Contest, where consumers can share how Align has helped them manage their episodic digestive upsets while entering for a chance to win a trip to the 36th Annual People's Choice Awards and After Party. The grand prize winner will also receive free nutritional tips and digestive makeover advice from Koff.

“I'm constantly asked what people can do to have their insides feel as good as their outsides,” Koff said. “As a nutritionist, I work to address the root causes of digestive issues and recommend choosing foods directly from nature, and maintaining an inner balance of healthy gastrointestinal bacteria through probiotics as a way to prevent upsets.”