Chattem to Launch Icy Hot(R) Pro-Therapy(TM), a New Multi-Dimensional Topical Pain Care Product

-- Icy Hot(R) Pro-Therapy (TM) combines support-brace technology with therapeutic inserts for a technically advanced way to manage pain

-- Proprietary products developed by internal Chattem R&D target back and knee pain -- common among 47 percent of Americans -- with lightweight neoprene support braces, Cold and Hot therapeutic inserts, and a revolutionary Icy Hot Pro-Therapy Medicated Foam Pad with Knee Wrap

-- Chattem to conduct its largest advertising campaign in history for Icy Hot Pro-Therapy, featuring Shaquille O'Neal and Mia Hamm

-- Fiscal 2006 Icy Hot Pro-Therapy manufacturer sales are expected to be in the range of $40 to $50 million

Chattem, Inc., a leading marketer and manufacturer of branded OTChealthcare products, today announced its plans to launch Icy Hot(R)Pro-Therapy(TM), a new multi-dimensional topical pain care product, inFebruary, 2006. Icy Hot Pro-Therapy combines support-brace technologywith Cold and Hot therapeutic inserts to provide a new and innovativeone-system pain management solution. Chattem is also introducing,under the Icy Hot Pro-Therapy umbrella, a revolutionary new ExtraStrength Icy Hot Pro-Therapy Medicated Foam Pad with Knee Wrap forinjured or arthritic joints.

"The development of this new product line represents a significantopportunity to positively impact OTC topical pain care for Chattem,"said Zan Guerry, Chattem's Chairman and Chief Executive Officer."Initial market research has indicated high interest in the new IcyHot Pro-Therapy product, which combines multiple, professionallyrecommended pain management solutions into one system for use bysufferers of back and knee pain. Nearly half of U.S. consumers sufferfrom either knee or back pain or a combination of both, presenting aconsiderable market opportunity and allowing us to expand ourapplications beyond topical analgesics."

Broad Opportunities

The topical pain care industry is significant and multifaceted,representing over $500 million in U.S. retail sales. This categoryincludes topical analgesics, support and compression elastics, heatand cold first aid, and other alternative therapies. Chattem's Icy Hotbrand is already the leader among topical analgesics brands, and IcyHot Pro-Therapy will position the brand as a leader in the topicalpain care category.

"The Icy Hot Pro-Therapy product launch exemplifies our strategicstrength in extending established brands through creativity andinnovation. Through focused product development, strong brand equityand consistent marketing we will continue our efforts to driveexpansion of our products," said Guerry. "Icy Hot Pro-Therapy is theculmination of a lot of hard work. The pairing of our popular Icy Hotbrand with innovative elastic support-brace technology should bringnew energy to the topical pain care category."

The product line has received a positive initial reception fromthe retail trade and is expected to gain wide distribution nationallyamong major drug stores and mass merchandisers as well as at manymajor food retailers. The products are scheduled for distributionbeginning February 2006. Chattem will support the launch with amarketing campaign featuring star athletes Shaquille O'Neal and MiaHamm.

The Company said that it expects fiscal 2006 Icy Hot Pro-Therapysales to be in the range of $40 to $50 million. Future growth inannual sales from Icy Hot Pro-Therapy is expected through consumeracceptance and product line extensions. Details of the product lineand a video presentation can be found on the Company's web sitebeginning Friday, September 16, by clicking on the following link:http://www.chattem.com.

About Icy Hot Pro-Therapy

Icy Hot Pro-Therapy is a new and innovative line of support bracesthat can be combined with different kinds of therapeutic inserts for atechnically advanced way to manage pain. The support braces areconstructed in a stylishly modern design out of flexible materialsthat provide excellent support and comfort.

The Icy Hot Pro-Therapy line includes two different support bracesfor targeted reinforcement of the back or knee that can be used aloneor combined with Cold and Hot therapeutic inserts designed to fit theIcy Hot Pro-Therapy support braces.

-- The Cold Inserts provide an immediate burst of pain numbing cold that helps prevent swelling and relieves inflammation. Each individual Cold Insert lasts up to 30 minutes. Four Cold Inserts are included in each package.

-- The Hot Inserts provide therapeutically effective, long-lasting heat to relax chronic stiffness and tightness and promote flexibility. Each individual Hot Insert lasts up to 8 hours. Four Hot Inserts are included in each package.

Also under the Icy Hot Pro-Therapy umbrella, Chattem isintroducing the Extra Strength Icy Hot Pro-Therapy Medicated Foam Padwith Knee Wrap, which provides a lightweight, medicated foam pad forinjured or arthritic joints. Each medicated pad relieves pain fast andwill last for up to 8 hours. Four medicated pads and one knee wrap areincluded in each package.

Chattem, Inc. is a leading marketer and manufacturer of a broadportfolio of branded OTC healthcare products, toiletries and dietarysupplements. The Company's products target niche market segments andare among the market leaders in their respective categories acrossfood, drug and mass merchandisers. The Company's portfolio of productsincludes well-recognized brands such as Icy Hot(R), Gold Bond(R),Selsun Blue(R), pHisoderm(R), Garlique(R), Pamprin(R) and BullFrog(R).Chattem conducts a portion of its global business through subsidiariesin the United Kingdom, Ireland and Canada.

This release contains "forward-looking statements" within themeaning of the Private Securities Litigation Reform Act of 1995,including statements containing words such as "anticipates,""believes," "expects," "intends," "may," "will" and words of similarmeaning. These statements involve various risks and uncertainties. Anumber of factors could cause actual results to differ materially fromthose described in these forward-looking statements, including therate of adoption of our products, our ability to grow revenue andmargins, our ability to implement our expansion strategy, the impactof competition on pricing, the impact of litigation, general economicconditions and other factors discussed in this release and as setforth from time to time in our other public filings and publicstatements. Readers of this release are cautioned to consider theserisks and uncertainties and to not place undue reliance on theseforward-looking statements.