SOURCE: Attitude Drinks Inc.

July 21, 2011 10:00 ET

Attitude Drinks Applauds FDA's Focus on Protein Drinks Labeled With "Milk"

PALM BEACH GARDENS, FL--(Marketwire - Jul 21, 2011) - Attitude Drinks (OTCBB: ATTD) (OTCQB: ATTD), the owner of the Ready-to-Drink (RTD) real milk recovery beverage brand Phase III®, today commented on the U.S. Food and Drug Administration's recent letter issued to a major protein RTD brand owner, citing that their "milk" labels could be misleading to consumers.

The FDA's primary concern is "that these product labels prominently feature the word 'MILK,' however these products contain no milk." The FDA cites that the Federal Food, Drug and Cosmetic Act provides a definition and standard of identity for milk which is a food. The FDA website has additional information on the act and regulations.

"The FDA has sent a clear signal that misleading labels will not be tolerated in the protein RTD industry. We believe the fact that the FDA is bringing attention to this matter is an indication of the dramatic rise in demand for milk-protein based products. We applaud the FDA's decision," said Roy Warren, CEO of Attitude. "We've been educating consumers on the benefits of Phase III's real milk formulation since its early development. Phase III is the first RTD high protein recovery drink that meets the standard of identity of real milk," said Roy Warren, CEO of Attitude.

Attitude recently announced clinical evidence from a study conducted by the United States Sports Academy that confirmed that Phase III outperformed a leading protein drink brand, among other beverages, in providing optimal exercise recovery. "We believe Phase III is ideally timed to capitalize on a vast window of opportunity to provide consumers the 'real deal' -- a real milk sports drink," concluded Warren.

About Attitude Drinks Inc.
Attitude Drinks Inc. is an innovative, beverage brand development company with a focus on ready-to-drink beverages. Phase III® is the Company's first, functional pure milk-based recovery drink that exploits recent scientific evidence confirming the benefits of milk and protein as an exercise recovery aid. Phase III is sold in select local, regional and national markets, including colleges, universities, convenience stores, fitness centers and gyms, as well as online. For more information, including recent clinical trial results, 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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