If we write $u(x,t) = g(x,t)v(x,t)$, then your equation becomes
\begin{equation}
g_t(x,t)v(x,t) + g(x,t)v_t(x,t) = D\left(g_{xx}(x,t)v(x,t) + 2 g_x(x,t)v_x(x,t) + g(x,t)v_{xx}(x,t)\right) + \alpha g(x,t)v(x,t)
\end{equation}
And we want to find $g(x,t)$ such that the equation is simplified. In particular, if we want to recover the heat equation, we can do it by setting $g(x,t) = g(t)$ and then noting that we can make the extraneous terms go away if $g_t(t) = \alpha g(t)$, which has solution $g(t) = \exp(\alpha t)$, so that $v_t(x,t) = Dv_{xx}(x,t)$.
You might need to be a bit careful with your boundary conditions, as now we want them to apply to $v(x,t) = \exp(-\alpha t)u(x,t)$, however in this case we have that $v(x,0) = 1*u(x,0) = x(1-x)$ and $v(0,t) = \exp(-\alpha t)u(0,t) = 0$, $v_x(1,t) = \exp(-\alpha t)u_x(1,t) = 0$ so everything is as nice as can be. In general, though, the boundary conditions will need to be transformed as well.