ALLIANCE PHARMA

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

Appointment of Non-Executive Directors

Alliance Pharma plc (AIM: APH), the international healthcare group, is pleased to announce the appointment of Eva-Lotta Sjöstedt and Richard McKenzie as new independent Non-Executive Directors to strengthen the Board and support the delivery of the Company's growth strategy. Both Eva-Lotta and Richard will join the Board with immediate effect.

Eva-Lotta Sjöstedt

Eva-Lotta has in-depth knowledge of global consumer retail, supply chain and digital transformation and has held leadership roles in consumer-facing industries across Europe, Japan, China and the USA.

From 2016 to 2018, Eva-Lotta was CEO of Georg Jensen, the luxury jewellery and Scandinavian design brand, where she led a global team of 1,400 to implement an omni-channel turnaround in retail networks. Prior to this Eva-Lotta was CEO at Karstadt, a chain of premium department stores in Germany with a strong e-commerce presence. She started her career at IKEA, establishing the business in Japan where she worked for four years before becoming CEO of IKEA Netherlands and then Deputy Global Retail Manager. In this role she was responsible for IKEA's global multi-channel strategy and the implementation of its on and offline experiences throughout the entire global value chain.

Eva-Lotta is currently a NED at FTSE-250 listed Tritax Eurobox, which operates, manages and invests in real estate assets across Continental Europe. Eva-Lotta joined the Board of Tritax Eurobox in 2019 and she Chairs the ESG committee and sits on the Nomination and Management Engagement committees. She is a member of the Board of ELISA Oyj, a digital services and telecommunications company listed on Nasdaq Helsinki, and is also a member of the Supervisory Board of Metro AG, a German wholesale food specialist operating in 35 countries.

We believe that Eva-Lotta's experience will strengthen the European dimension of the Alliance Board whilst providing valuable e-commerce and multi-channel experience.

Richard McKenzie

Richard has international e-commerce, distribution, supply chain and logistics experience in the consumer, retail and technology sectors, along with particular expertise in the Asia-Pacific region having lived and worked in mainland China for 10 years.

From 2019 to 2023, Richard was Chief Commercial Officer and latterly President (Europe and Asia) for Ocado Solutions, driving the growth of this leading grocery e-commerce platform globally. During his tenure at Ocado Solutions, Richard led major new deals with distributors in Korea, Japan, Spain and Poland, and redesigned the B2B organisation of the business. Prior to this Richard was a strategy consultant for OC&C in London and China, building the company's presence in Asia-Pacific, before becoming a Senior Partner for the Consumer Goods and Retail practice of Oliver Wyman in Asia Pacific. During this time, he built extensive experience of the retail consumer market in China, and Asia-Pacific more broadly.

Richard is currently a Senior Advisor to McKinsey and Company.

We believe that Alliance will benefit from Richard's significant operational experience, particularly in the rapidly evolving distribution channels and cross border e-commerce markets in China and Asia-Pacific, whilst his career in consultancy will bring additional strategic oversight.

Jo LeCouilliard, Chair of Alliance, said:

"I am delighted to welcome Eva-Lotta and Richard to the Board and look forward to their contribution to support the delivery of our growth strategy. Eva-Lotta will bring significant additional global consumer expertise from her various senior executive leadership roles, and Richard will bring significant additional strategic and operational expertise, particularly in our important China market."

The following information is disclosed pursuant to Schedule Two, paragraph (g), of the AIM Rules for Companies.

Mrs Eva-Lotta Saga Sjöstedt, aged 56, has been a director of the following companies during the five years preceding the date of this announcement:

Mrs Eva-Lotta Sjöstedt does not hold any ordinary shares of 1 pence each in the Company.

Mr Richard Alexander McKenzie, aged 51, has been a director of the following companies during the five years preceding the date of this announcement:

* Karakuri Ltd was placed into administration by its directors on 28 July 2023. All substantive trade and employee liabilities were settled in full, and shareholder loan notes were written off.

Mr Richard McKenzie 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