Novo Nordisk's Innovative Needle - NovoTwist(R) - Wins GOOD DESIGN(TM) Award

COPENHAGEN, Denmark, January 6, 2011 - Novo Nordisk has been awarded the 2010 GOOD DESIGN(TM) Award[1] for
NovoTwist(R), the innovative needle designed for use with the Novo
Nordisk insulin delivery device FlexPen(R) and Victoza(R) (liraglutide) Pen.

The GOOD DESIGN(TM) Award[1] is judged based on design innovation beyond
what is considered ordinary, and on whether a product can enrich society and
people's lives.

"NovoTwist(R) was designed exactly for this purpose," says Svend Elk,
Global VP, Devices, Novo Nordisk. "Conventional screw thread needles can be
difficult to attach for those with limited manual dexterity. We are excited
that patients around the world can now benefit from the simplicity[2,3] and
user-friendliness[3] offered by NovoTwist(R)."

NovoTwist(R) needle has a novel bayonet fitting that allows simple 'just
twist' attachment and detachment to compatible pens. When used with
FlexPen(R), three out of four patients prefer NovoTwist(R) to conventional
needles[2], and patients find NovoTwist(R) easier to use, less time-consuming
and more user-friendly than conventional needles.[2,3]

NovoTwist(R) has been launched in South Africa, Italy, Turkey and
Thailand.

About NovoTwist(R)

NovoTwist(R) comes in 5 mm (32G Tip) and 8 mm (30G) versions. An audible
and tactile 'click' confirms attachment of the needle. The technology used in
this needle design has been shown to reduce injection pain and bruising.[4-7]

Beginning in 2011, NovoTwist(R) will also be compatible with Novo
Nordisk's Penfill(R) insulin cartridges, and therefore patient's using
NovoPen(R) 4 and NovoPen Echo(R) may benefit from this unique needle. For
more information on NovoTwist(R), please visit

www.novonordisk.com/diabetes/public/needles/novotwist/novo-twistde
fault.asp

(Due to the length of this URL, it may be necessary to copy and paste
this hyperlink into your Internet browser's URL address field. Remove the
space if one exists.)

About the GOOD DESIGN(TM) Award

The GOOD DESIGN(TM) Awards are chosen annually by The Chicago Athenaeum
Museum of Architecture and Design in cooperation with The European Centre for
Architecture, Art, Design and Urban Studies. They were founded in 1950 and as
such are the world's oldest and amongst the most coveted awards for design
and innovation.

For more information on the GOOD DESIGN(TM) Award, please visit
www.chi-athenaeum.org/gdesign

Headquartered in Denmark, Novo Nordisk is a global healthcare company
with 87 years of innovation and leadership in diabetes care. The company also
has leading positions within haemophilia care, growth hormone therapy and
hormone replacement therapy. For more information, visit novonordisk.co.uk

    References

    1. www.chi-athenaeum.org/gdesign/2010/GD2010winnerslist.pdf

    2. Sommavilla et al. Expert Opin Pharmacother 2008; 9: 2223-32.

    3. Lytzen & Ostfeldt. Diabetes 2009; 58 (Suppl. 1): A509 (abstract
       1985-PO)

    4. Arendt-Nielsen et al. Somatosens Motor Res 2006;23(1/2):37-43

    5. Iwanaga & Kamoi. Diabetes Technol Ther 2009; 11: 81-6.

    6. McKay et al. Diabetes Technol Ther 2009; 11: 195-201.

    7. Hofman et al. Diabetes Care. 2010 Sep;33(9):1940-4. Epub 2010 Jun 28

Media: Outside of the UK, Katrine Sperling, Tel: +45-4442-6718, krsp at novonordisk.com ; Within the UK, Kirsty Tait, Tel: +44(0)7764-958937, kios at novonordisk.com