Health Enhancement Products to Create Pharmaceutical Division to Pursue Potential Pharmaceutical Applications for ProAlgaZyme

SCOTTSDALE, AZ -- (MARKET WIRE) -- January 25, 2007 -- Health Enhancement Products, Inc. (OTCBB: HEPI) announced today that it is in the process of creating a new pharmaceutical division, to be operated through a subsidiary of HEPI. The purpose of the pharmaceutical division will be to develop potential pharmaceutical applications for HEPI's primary product, ProAlgaZyme (PAZ). In connection with the formation of this division, HEPI is entering into a Pharmaceutical Development Agreement with its new subsidiary, HEPI Pharmaceuticals, Inc. Under the Development Agreement, HEPI is granting the subsidiary the right to develop the potential pharmaceutical applications of PAZ and its derivatives. In exchange for these rights, HEPI will be the sole stockholder of the subsidiary and will be entitled to certain payments based on the attainment of specified development milestones and sales revenues.

Recent clinical results showed a reduction of cholesterol by 32% and C-Reactive Protein* by 57%

Thomas Ingolia, HEPI CEO, stated: "ProAlgaZyme performed exceptionally well in the recently completed human trials. For example, the trial results indicate that our product has the potential to reduce cholesterol by 32% on average. The cholesterol reduction market has revenues of over $25B per year. The trial results also indicated that our product has the potential to reduce key markers of inflammation by 57% on average; this is a market with large unmet need and current size estimates of $10B per year and above. We are forming this new division to focus on exploiting the potential pharmaceutical opportunities for ProAlgaZyme."

*C-Reactive Protein, or CRP, is commonly used as an indicator of potential cardiovascular problems and inflammation. Cholesterol and CRP are both symptoms relating to Metabolic Syndrome or Syndrome X.

ProAlgaZyme, currently available on the internet, www.heponline.com, as a nutraceutical product, is known to have been used in humans since the 1980s. Since that time, clinical trials have been done in lab animals as well as humans, with impressive results.

Company to host conference call to discuss pharmaceutical development of PAZ

Thomas Ingolia, CEO of the company, will host a conference call Tuesday, January 30, 2007 at 2:00 p.m. (Mountain Time). Interested participants may listen to the call by dialing 1-866-227-1582 and referencing code 1033932, approximately 5-10 minutes prior to the call.

About Health Enhancement Products, Inc. and ProAlgaZyme

Health Enhancement Products, Inc. is a nutraceutical company engaged in the development of a supplementary health-enhancing product using only pure, all-natural ingredients. The company's sole product is ProAlgaZyme, a liquid product produced from algae grown in 100% distilled water. The liquid in which the algae are grown is drawn off, filtered, tested and bottled as ProAlgaZyme.

Except for any historical information, the matters discussed in this press release contain forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. These forward-looking statements involve risks and uncertainties. A number of factors could cause actual results to differ from those indicated in the forward-looking statements, including future clinical trial results being different than the results the company has obtained to date, our inability to obtain regulatory approvals necessary to market and sell PAZ as a pharmaceutical, and the company's ability to secure funding for the subsidiary's pharmaceutical development of PAZ. Such statements are subject to a number of assumptions, risks and uncertainties. Readers are cautioned that such statements are not guarantees of future performance and that actual results or developments may differ materially from those set forth in the forward-looking statements. The company undertakes no obligation to publicly update or revise forward-looking statements, whether as a result of new information or otherwise.

For more information, please visit www.heponline.com.

Contact Information: Contact information: Thomas D. Ingolia CEO Email Contact: Email Contact 480-385-3800