Alliance Pharma to exhibit at Master Investor Show

Alliance  Pharma  plc  (AIM:  APH),  the  speciality  pharmaceutical company, is
pleased to announce that it will be exhibiting at the Master Investor Show, held
at  the Business Design Centre in  Islington, London on 24 April 2010.  Alliance
will  join  more  than  100 quoted  companies  at the event, which attracts over
2,000 high net worth private investors and industry professionals.

Alliance,  whose share price  has increased 14-fold since  the start of 2009 and
over  30% since the start  of 2010, will be  providing attendees with an insight
into  the major performance improvements the Company  has made over the last few
years.   Directors  of  the  Company,  including  John  Dawson,  Chief Executive
Officer,  and  Richard  Wright,  Finance  Director,  will  be  present to answer
questions  from attendees, to discuss Alliance's strategy and to give details of
the major acquisition the Company completed in February 2010.

John  Dawson, Chief Executive Officer, commented: "Alliance shifted its strategy
in  2007 to focus on delivering improved  profitability and cash generation, and
has  been very successful in achieving this.  In 2009 alone, sales were up 44%,
normalised operating profit grew 77% and cash generation more than doubled.  The
Cambridge Laboratories acquisition which we completed in February 2010 is set to
give us another significant boost this year."

Robert  Tyson, Chief  Operating Officer  of t1ps.com,  organisers of  the Master
Investor Show, said: "Now in its 8th year, Master Investor Show remains the UK's
leading  investment show.  The high calibre  of speakers and sponsors highlights
why  this is such  a well regarded  event, and with  90% of tickets booked, this
looks set to be our biggest and best show ever."

The  organisers  have  held  a  small  number  of complimentary tickets back for
company  shareholders or other  interested parties. To  apply for tickets please
email  [e-mail] <mailto:[e-mail]> or telephone
020 8099 0562.


For further information:

 Alliance Pharma plc                            + 44 (0) 1249 466966

 John Dawson, Chief Executive

 Richard Wright, Finance Director



 Buchanan Communications                       + 44 (0) 20 7466 5000

 Mark Court / Stasa Filiplic / Jennie Spivey




Notes to editors:

About Alliance
Alliance,  founded in 1998, is  an AIM listed  speciality pharmaceutical company
based  in Chippenham, Wiltshire,  UK. The Company  has a strong  track record of
acquiring  the rights to established niche products and, following the Cambridge
Laboratories  acquisition,  owns  or  licenses  the  rights  to  more  than  50
pharmaceutical  products and  continues to  explore opportunities  to expand the
range.

Alliance's  products  are  prescribed  in  the  treatment  of  a  wide  range of
conditions  and  include  products  used  in  the  treatment  of  dermatological
conditions,  in oncology, in childbirth, in  the prevention of heart disease, in
Parkinson's disease, in nutrition and in nasal infections.  Alliance's sales are
mainly  prescription driven.  Its products are distributed to hospitals directly
and  to  pharmaceutical  wholesalers,  which  service  both  hospital and retail
pharmacies with their prescription requirements.

Alliance joined the AIM market of the London Stock Exchange in December 2003 and
trades under the symbol APH.


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