ALLIANCE PHARMA

("Alliance", "Company" or the "Group")

Senior Management and Board Update

Appointment of COO to drive strategic growth in consumer healthcare

Alliance Pharma plc (AIM: APH), the international healthcare group, announces the appointment of a Chief Operating Officer to strengthen the executive team and Board of Directors, and to support the delivery of the Company's growth strategy which is focused on consumer health. The Group also provides an update on the return to the business of Peter Butterfield, the Chief Executive Officer.

Chief Operating Officer ("COO")

Jeyan Heper will join Alliance as COO and Board member on 1 February 2023. Jeyan has a strong track record of strategic leadership in the international consumer health market, overseeing a number of global programs and driving growth in flagship brands. In his career spanning more than 24 years Jeyan has held senior executive roles in brand management at Procter & Gamble and marketing at Danone Group. In addition, Jeyan was President and General Manager of Ansell's sexual wellness global business before it was spun-out to become Lifestyles Healthcare, a private equity/pharma-owned company where Jeyan became CEO.

During his tenure as CEO at Lifestyles Healthcare, Jeyan delivered significant growth through market and category expansion, building a strong e-commerce platform in China and the US, and improving operational effectiveness. Most recently, Jeyan worked as Head of Global Transformation at British American Tobacco ("BAT") leading the development and execution of the strategy to broaden the company's reach into non-nicotine consumer products. Following BAT's minority investment in NASDAQ-listed Organigram Inc., Jeyan became a member of the Organigram board.

The role of COO will bolster the Group's operational capabilities, identify growth opportunities, and drive further the Company's strategy to expand its consumer health presence.

Update on Chief Executive Officer ("CEO")

Peter Butterfield, CEO, is expected to commence his return to the business in Q1 2023 on a phased basis. To assist Peter's return and to strengthen further the executive team, the Board has decided to appoint an interim CEO who is expected to join the Board. The interim CEO will focus primarily on strategic delivery and external stakeholder engagement, is expected to remain with Alliance throughout the upcoming appeal hearing at the Competition Appeal Tribunal, which is scheduled to commence on 5 June 2023, and will hand-back to Peter thereafter. The recruitment process is well underway and a further update will be provided in due course.

David Cook, Chair of Alliance, said:

"I am delighted that Jeyan is joining Alliance. The Company has grown and developed significantly since I became Chair, building an international footprint with a strong portfolio of consumer healthcare brands. The appointment of a COO will ensure that the organisational structure is appropriate for the future of the business. Jeyan will bring significant additional expertise from the global consumer healthcare sector to keep the Company well positioned to deliver continued growth over the longer term.

"We very much look forward to welcoming Peter back to Alliance, the Board believes that the appointment of the interim CEO will help to make his return seamless."

Save as disclosed below, the Company confirms that there are no further disclosures to be made in relation to Rule 17 of paragraph (g) of Schedule Two of the AIM Rules for Companies in respect of Jeyan Heper's appointment to the Alliance Board.

Mr Jeyan Heper, aged 49, does not currently hold any directorships but has held the following in the past five years:

Mr Heper does not hold any ordinary shares of 1 pence each in the Company.

For further information:

About Alliance

Alliance Pharma plc (AIM: APH) is an international healthcare group. Our purpose is to improve the lives of consumers and patients through making available a range of clinically valuable healthcare products.

Our core focus is on the marketing of Consumer Healthcare brands, complemented by a smaller Prescription Medicines business. In total, we hold marketing rights to around 80 brands, with revenues generated from a mix of direct, distributor and e-commerce sales.

Headquartered in the UK, the Group employs around 250 people based in locations across Europe, North America, and the Asia Pacific region. By outsourcing our manufacturing and logistics operations, we remain asset-light and focused on maximising the value of our brands.

For more information on Alliance, please visit our website: www.alliancepharmaceuticals.com