SOURCE: Attitude Drinks Inc.

May 09, 2011 08:30 ET

Attitude Drinks Retains Beverage Advisory Firm Pro-Form Group to Expand Regional Sales Strategies

PALM BEACH GARDENS, FL--(Marketwire - May 9, 2011) - Attitude Drinks (OTCBB: ATTD) (OTCQB: ATTD), an innovative beverage brand development company and marketer of the first functional, pure milk-based, post-exercise recovery drink Phase III ®, announced today that it has retained the services of Pro-Form Group, LLC (www.pro-formgroup.com), the sales consulting firm with over 100 years of experience in representing top-selling, global food and beverage brands, to expand regional key accounts for Phase III. The principals of Pro-Form have helped manage national accounts and sales strategies for Coca-Cola Enterprises, Kraft General Foods and Kimberly Clark Corporation, among others.

"With the additional resources and expertise of Pro-Form, Attitude expects to accelerate the placement of new accounts and channels for Phase III in targeted demographic regions, and ultimately nationwide," said Roy Warren, CEO of Attitude. "Pro-Form will work closely with Niki Fuller, Attitude's VP and Brand Manager, and Jack Shea, EVP of Sales, to develop winning sales strategies that build upon our existing sales momentum in the drug, convenience, supermarket and fitness center retail marketplace. This relationship is designed to further capitalize on emerging market opportunities in the functional beverage market."

Based in Atlanta, Georgia, the principals of Pro Form include: Tim Crain, who brings more than 25 years in sales management with Kraft General Foods and Coca-Cola; Ed Hager, who has 35 years of sales experience, most recently as vice president of supermarket sales for Coca-Cola; Joel Thompson, who contributes over 20 years of experience, including four years as a senior sales executive at Sara Lee; and Kevin Soles, who leverages over 25 years of sales experience, most recently as director of business development for the East and Central U.S. markets for Coca-Cola.

"After reviewing the Phase III product line and its initial sales results, I am thrilled to be working with such an innovative company and beverage product. Phase III has great sales potential. We believe we can help Attitude not only meet, but exceed their sales targets for Phase III through our sales expertise and key account relationships," said Kevin Soles of Pro-Form.

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.

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