SOURCE: Attitude Drinks Inc.

October 11, 2010 09:11 ET

Attitude Drinks Announces Phase III Vanilla

Phase III Recovery Drink Adds New Flavor to Its Roster

PALM BEACH GARDENS, FL--(Marketwire - October 11, 2010) - Attitude Drinks (OTCBB: ATTD), an innovative beverage brand development company, today announced the introduction of Phase III Vanilla. Attitude Drinks has formulated this new flavor of Phase III, the world's first shelf-stable, real milk recovery drink, to meet the demands and requests of current and prospective customers and distributors. Distribution of the vanilla flavor will begin in early November. 

Phase III is an ultra-filtered, real milk recovery drink. Phase III Vanilla, was formulated using the same scientific research as the original chocolate flavored Phase III drink. Both flavors have the optimal 1:1 protein to carbohydrate ratio, the vanilla is 35 to 34 grams respectfully, creating a functional drink that maximizes post exercise recovery and builds lean muscles. The launch of the new flavor means that the product will now be available in two skus, enhancing its shelf presence and consumer appeal.

"For Attitude Drinks, adding a second sku will enable larger retailers, distributors and others in the beverage industry to place significant orders, and help further our penetration across the United States beverage marketplace," said Roy Warren, CEO of Attitude Drinks. "While 50 percent of Americans' favorite flavor is chocolate, vanilla is widely reported as the second most loved taste in this country. Adding vanilla to our product line helps Phase III reach a much larger consumer base, specifically those who want the recovery value of real milk, but either don't like chocolate or really, just want a different flavor."

Warren added, "Using real milk, we've been able to deliver a superior source of protein with a delicious flavor profile. Meeting the needs and tastes of consumers is our ultimate goal, and this great tasting vanilla line extension will do just that. Most importantly, this is just the first flavor we are announcing in our line extension. Attitude Drinks expects to bring other flavors to market in 2011." 

Phase III Vanilla will be available in all stores that currently carry the chocolate flavor starting in November.

About Attitude Drinks Inc.:
Attitude Drinks Inc. is an innovative, beverage brand development company with a focus on functional milk, ready-to-drink beverages. Phase III 'Recovery' is the company's first, functional milk drink exploiting recent scientific evidence of the benefits of milk and protein as an exercise recovery aid. The February 2010 launch of Phase III marks the first time a sports drink has been formulated from real milk. For more information, visit  

This news release contains forward looking statements within the meaning of the Securities Litigation Reform Act. The statements reflect the Company's current views with respect to future events that involve risks and uncertainties. Among others, these risks include the failure to meet schedule or performance requirements of the Company's contracts, the Company's liquidity position, the Company's ability to obtain new contracts, the emergence of competitors with greater financial resources, and the impact of competitive pricing. In the light of these uncertainties the forward-looking events referred to in this release might not occur.

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