Lumiera Health begins sales of Awaye™ pain relief cream and launches direct-to-consumer e-Commerce platform

MONTREAL, April 15, 2021 /CNW/ - Lumiera Health Inc. (TSXV: NHP) (the "Company" or "Lumiera "), a company specializing in the development and commercialization of evidence-based botanical products for the healthcare industry, is pleased to announce the launch of Awaye™ pain relief cream for the Canadian market. Awaye™ provides a new generation of relief from acute and chronic pain by exploiting the CB2 receptors of the endocannabinoid system, the body's built in pain and inflammation defense system. Awaye™ is a unique Health Canada approved topical cream that provides relief from pain through complimentary mechanisms of action not found in any other product currently available on the market.

Along with this new product line, the Company also wishes to announce that, as part of its commitment to invest in its digital platforms, it is launching a new e-commerce website to support the sale of Awaye™. The Brand will also be launched in select pharmacies across Quebec before expanding to other markets.

"This important milestone clearly demonstrates Lumiera's capacity to bring innovative health products from concept to market and shows our commitment to making e-commerce an important part of our revenue stream. We are excited to see this launch as a continuation of our plan to expand our portfolio and grow revenue through both offline and online sales channels," says Carlos Ponce, CEO of Lumiera.

For more information about Awaye™ products, visit www.awaye.ca

About Lumiera Health Inc.

Lumiera specializes in the development and commercialization of evidence-based botanical products for the healthcare industry. The Company sells both oral and topical botanical agents to help manage unmet medical needs through its Holizen Laboratories division. Lumiera is also developing and commercializing a unique portfolio of products acting on the endocannabinoid system and providing innovative solutions for chronic pain and inflammation. The Company is a pioneer in the health and pain management innovation space and the Lumiera brand is rooted in the core brand values of science, nature and compassion.  Passionate about making people feel better, we deliver trustworthy and scientifically proven solutions that work with the body's own system.

For more information visit: www.lumiera.ca.

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Forward-looking information

Certain statements contained in this press release constitute "forward-looking information" as such term is defined in applicable Canadian securities legislation. The words "may", "would", "could", "should", "potential", "will", "seek", "intend", "plan", "anticipate", "believe", "estimate", "expect" and similar expressions indicate such "forward-looking information" as they relate to Lumiera. All statements other than statements of historical fact may be forward-looking information. Such statements reflect Lumiera' current views and intentions with respect to future events, and current information available to Lumiera, and are subject to certain risks, uncertainties and assumptions. Such risks and uncertainties include, among others, the risk factors included in Lumiera' annual management's discussion and analysis for the year ended November 30, 2019, which is available under the issuer's SEDAR profile at www.sedar.com.  Material factors or assumptions were applied in providing forward-looking information. Many factors could cause the actual results, performance or achievements that may be expressed or implied by such forward-looking information to vary from those described herein should one or more of these risks or uncertainties materialize. Should any factor affect Lumiera in an unexpected manner, or should assumptions underlying the forward-looking information prove incorrect, the actual results or events may differ materially from the results or events predicted. Any such forward-looking information is expressly qualified in its entirety by this cautionary statement. Moreover, Lumiera does not assume responsibility for the accuracy or completeness of such forward-looking information. The forward-looking information included in this press release is made as of the date of this press release and Lumiera undertakes no obligation to publicly update or revise any forward-looking information, other than as required by applicable law.

SOURCE Lumiera Health Inc.

Lumiera Health Inc., Simon Castonguay, Interim Chief Financial Officer, 514-880-7772, [email protected]