SOURCE: Attitude Drinks Inc.

January 31, 2011 08:00 ET

Attitude Drinks Posts Outstanding Results From Phase III® Clinical Study by the United States Sports Academy

PALM BEACH GARDENS, FL--(Marketwire - January 31, 2011) - Attitude Drinks (OTCBB: ATTD), an innovative beverage brand development company, is pleased to announce positive results from a recent clinical trial conducted by the United States Sports Academy (www.ussa.edu). Details of the study are available for review at www.attitudedrinks.com. As previously announced, the study proved that Attitude's Phase III® Recovery Drink excelled in exercise recovery in various comparisons involving Gatorade, generic chocolate milk and Muscle Milk.

The USSA study examined the effects of consuming Phase III after performing an exhaustive bout of exercise as compared to an isocaloric carbohydrate drink (Gatorade), a low sugar isocaloric protein drink (Muscle Milk) and a high sugar isocaloric protein drink (low-fat chocolate milk). Key findings include:

  • Phase III, with a 47, 46, 7 carbohydrate, protein, and fat content (%), respectively, provided greater recovery compared to Gatorade and Chocolate Milk.
  • After drinking Phase III following a hard training session, subjects needed less oxygen during exercise compared to Gatorade.
  • Compared to Chocolate Milk, drinking Phase III following a hard training session resulted in more fat being burned while exercising after recovery.
  • Of the three drinks, only Phase III provided significantly greater recovery at both intensities, compared to Gatorade.
  • After recovering from intense training, only Phase III significantly increased time-to-exhaustion at a high intensity (115% of the maximum).

Principal investigator of the study, Dr. Jordan R. Moon, stated, "Findings from this investigation suggest that consuming a recovery drink with a 1:1 ratio of carbohydrates to protein after an exhaustive training session may improve subsequent performance 4 hours later, at both a moderate intensity and a high intensity compared to drinks with a 1:0 ratio, 0.5:1 ratio, and a 3.6:1 ratio of carbohydrates to protein."

Roy Warren, CEO of Attitude, stated, "This study supports the effectiveness of Phase III's formulation as an exercise recovery aid. We have proven that there is a better sports performance drink on the market, and it's Phase III."

About The USSA
The United States Sports Academy is an independent, non-profit, accredited, special mission sports university created to serve the nation and world with programs in instruction, research, and service. The United States Sports Academy is accredited by the Commission on Colleges of the Southern Association of Colleges and Schools. The role of the Academy is to prepare men and women for careers in the profession of sports. For more information, call 251-626-3303 or visit www.ussa.edu.

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® 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, visit www.attitudedrinks.com.

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.

Contact Information