Novo Nordisk Partners with Paula Deen and Sons, Bobby and Jamie Deen, on National Diabetes Initiative

PRINCETON, N.J., Jan. 17, 2012 /PRNewswire/ -- Novo Nordisk, the world leader in diabetes care, is teaming up with American cooking stars Paula Deen and her sons, Bobby and Jamie Deen, to launch Diabetes in a New Light^™, a national initiative to help adults find simple ways to manage everyday challenges associated with type 2 diabetes.

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To coincide with the launch of Diabetes in a New Light^™, Paula Deen is sharing her personal diabetes story for the first time.

"I was determined to share my positive approach and not let diabetes stand in the way of enjoying my life," said Paula Deen, restaurateur, cookbook author and host of her own television show. "I'm excited to team up with Novo Nordisk on this initiative to show others that managing diabetes does not have to stop you from enjoying the things you love."

Diabetes in a New Light^™ was developed to help the millions of Americans living with type 2 diabetes tackle some of the most common challenges associated with diabetes management. Resources will include how to prepare diabetes-friendly food without compromising taste, incorporating physical activity into everyday life, managing stress and working with your doctor to find a treatment plan that works for you. Through the program, the Deens are creating modified, diabetes-friendly versions of their favorite recipes and appearing at diabetes cooking events across the country.

People can visit the program's website, www.DiabetesinaNewLight.com, to learn more about Paula's story, get the Deen's diabetes-friendly recipes, as well as tips and information about type 2 diabetes management.                                    

"As the world leader in diabetes care, we are committed to helping people with diabetes live great, fulfilling lives," said Camille Lee, corporate vice president, Diabetes Marketing at Novo Nordisk. "We are thrilled that Paula, Bobby and Jamie Deen are part of this initiative that helps people embrace diabetes management in a more positive way."

"People may benefit from seeing how others successfully manage type 2 diabetes. Paula Deen, through her work with Diabetes in a New Light^™, is likely to inspire many people living with type 2 diabetes to take a more positive approach to their diabetes care," said Geralyn Spollett, MSN, ANP-CS, CDE, president, Health Care & Education of the American Diabetes Association. "We commend her for speaking out on behalf of people with type 2 diabetes and welcome her to the Association's Stop Diabetes^® movement."

Paula takes Victoza^® (liraglutide [rDNA origin] injection), a once-daily, non-insulin injection, as part of her treatment plan and continues to make lifestyle adjustments, including enjoying lightened-up versions of her favorite recipes.

About Type 2 Diabetes
In the United States alone, nearly 26 million people are affected by diabetes. Type 2 diabetes accounts for 90 to 95 percent of all diabetes cases. Diabetes is emerging as one of the most serious health problems of our time; the number of Americans with diabetes has tripled over the last 30 years.

About Victoza^®
Victoza^® (liraglutide [rDNA origin] injection), is the first and only human glucagon-like peptide-1 (GLP-1) analog that is 97 percent similar to endogenous human GLP-1. Like natural GLP-1, Victoza^® works by stimulating the beta cells to release insulin only when blood sugar levels are high. Due to this glucose-dependent mechanism of action, Victoza^® is associated with a low rate of hypoglycemia. The mechanism of blood sugar lowering also involves a delay in gastric emptying.

Victoza^® was approved by the U.S. Food and Drug Administration (FDA) on January 25, 2010, as an adjunct to diet and exercise to improve blood sugar control in adults with type 2 diabetes.

As of October 2011, Victoza^® has been commercially launched in more than 40 countries globally including the U.S., Canada, Japan, UK, Germany, France, Italy, Denmark, Hungary, Russia, India, Brazil, Mexico, Argentina, the GULF, Malaysia and China as well as a number of other countries, and will be available in other markets throughout 2012.

Indications and Usage
Victoza^® (liraglutide [rDNA origin] injection) is an injectable prescription medicine that may improve blood sugar (glucose) in adults with type 2 diabetes when used along with diet and exercise.

Victoza^® (liraglutide [rDNA origin] injection) is not recommended as the first medication to treat diabetes. Victoza^® is not insulin and has not been studied in combination with insulin. Victoza^® is not for people with type 1 diabetes or people with diabetic ketoacidosis. It is not known if Victoza^® is safe and effective in children. Victoza^® is not recommended for use in children.

Important Safety Information
In animal studies, Victoza^® caused thyroid tumors – including thyroid cancer – in some rats and mice. It is not known whether Victoza^® causes thyroid tumors or a type of thyroid cancer called medullary thyroid cancer (MTC) in people which may be fatal if not detected and treated early. Do not use Victoza^® if you or any of your family members have a history of MTC or if you have Multiple Endocrine Neoplasia syndrome type 2 (MEN 2). While taking Victoza^®, tell your doctor if you get a lump or swelling in your neck, hoarseness, trouble swallowing, or shortness of breath. These may be symptoms of thyroid cancer.

Inflammation of the pancreas (pancreatitis) may be severe and lead to death. Before taking Victoza^®, tell your doctor if you have pancreatitis, gallstones, a history of alcoholism, or high blood triglyceride levels since these medical conditions make you more likely to get pancreatitis. 

Stop taking Victoza^® and call your doctor right away if you have pain in your stomach area that is severe and will not go away, occurs with or without vomiting, or is felt going from your stomach area through to your back. These may be symptoms of pancreatitis.

Before using Victoza^®, tell your doctor about all the medicines you take, especially sulfonylurea medicines or insulin, as taking them with Victoza^® may affect how each medicine works.

Also tell your doctor if you are allergic to any of the ingredients in Victoza^®; have severe stomach problems such as slowed emptying of your stomach (gastroparesis) or problems with digesting food; have or have had any kidney problems; have any other medical conditions; are pregnant or plan to become pregnant. Tell your doctor if you are breastfeeding or plan to breastfeed. It is unknown if Victoza^® will harm your unborn baby or if Victoza^® passes into your breast milk.

Your risk for getting hypoglycemia, or low blood sugar, is higher if you take Victoza^® with another medicine that can cause low blood sugar, such as a sulfonylurea. The dose of your sulfonylurea medicine may need to be lowered while taking Victoza^®.

Victoza^® may cause nausea, vomiting, or diarrhea leading to dehydration, which may cause kidney failure. This can happen in people who have never had kidney problems before. Drinking plenty of fluids may reduce your chance of dehydration.

The most common side effects with Victoza^® (liraglutide [rDNA origin] injection) include headache, nausea, and diarrhea. Nausea is most common when first starting Victoza^®, but decreases over time in most people. Immune system related reactions, including hives, were more common in people treated with Victoza^® compared to people treated with other diabetes drugs in medical studies.

For full Victoza^® Prescribing Information, please see http://www.novo-pi.com/victoza.pdf or call 1-877-VICTOZA^® (1-877-484-2869)

Novo Nordisk is a global healthcare company with 88 years of innovation and leadership in diabetes care. The company also has leading positions within hemophilia care, growth hormone therapy and hormone replacement therapy. Headquartered in Denmark, Novo Nordisk employs approximately 32,500 employees in 74 countries, and markets its products in 179 countries. Novo Nordisk's B shares are listed on NASDAQ OMX Copenhagen (Novo-B). Its ADRs are listed on the New York Stock Exchange (NVO). For more information, visit www.novonordisk-us.com.

Victoza® is a registered trademark and Diabetes in a New Light™ is a trademark of Novo Nordisk A/S.

SOURCE Novo Nordisk