2008-05-14 23:46:59 -

- XenaCare Holdings Inc. (NASDAQ:XCHO) announced today that their innovative new product called the SunPill(R) has been accepted by three major retailers for a summer launch. Starting with Walgreen's, the SunPill(R) will be featured in the sun care aisle of all their 6,500 stores nationwide. Rite-Aide, with a little over 5,000 stores, will feature the SunPill in a special end-cap

display that will maintain prominent positioning for the next 14-months; 7-11 will also carry the SunPill(R) product in a special 6-pack blister display especially designed for the convenience store market in their approximately 7,000 stores nationwide.

What is the SunPill(R)??

The SunPill(R) is a dietary supplement that helps the skin protect itself from the harmful rays of the sun. It contains scientifically researched ingredients. The SunPill(R) is a proprietary combination of ingredients with powerful antioxidant properties that help the body's own natural defense when it comes to exposure to the sun.

Virtually all sun care category managers at major retailers that we have contacted are very enthusiastic about the SunPill(R) and we believe that it will be the next great product for the summer of 08 and beyond. One major retail buyer who came up through the ranks as a pharmacist stated, "The beauty of the SunPill(R) is that it relies on the fact that it doesn't cannibalize the section. This is a whole new way of addressing over exposure to the sun without taking away our topical sun care sales."

After obtaining the name and concept for SunPill(R), XenaCare Holdings re-developed and re-worked the SunPill(R) to be a major retail item. XenaCare has dedicated much of the past 6-months in the introduction of the SunPill(R) to the retail world. With a special commitment to consumer education, XenaCare has developed a 60-second direct response TV commercial along with a 30-second commercial that is being tagged with various retailers' names.

"The advertising dollars to support the retail launch is substantial," stated Frank Rizzo, President of XenaCare Holdings Inc. "We are not kidding ourselves or anyone else...we know we have a hit with the SunPill(R), but we want to make sure we give the retailers the support they need."

General Manager of Sales for XenaCare, Rich Hunsaker spearheaded the effort to present the SunPill(R) to all the major retailers. "I knew this was going to be a big success, especially when I received very positive feedback from the Divisional Merchandise Manager of the country's top mass retailer."

The unique properties of the SunPill(R) product allow it to be used by individuals for shorter periods of sun exposure, like walkers, golfers, tennis players or simply going shopping. XenaCare recommends that the SunPill(R) users also apply a topical with an SPF 15 or higher just for added protection especially during prolonged periods in the sun like at the lake or at the beach.

XenaCare Holdings Inc., Delray Beach
Frank Rizzo, 561-496-6676
FRizzo@XenaCare.com