SOURCE: Attitude Drinks Inc.

February 03, 2011 08:05 ET

Attitude Drinks Teams With Dora's Naturals to Bring Phase III® to Retailers in New York

PALM BEACH GARDENS, FL--(Marketwire - February 3, 2011) - Attitude Drinks (OTCBB: ATTD), an innovative beverage brand development company, announced today that it has signed an agreement with Dora's Naturals, a major natural food distributor in the Northeastern United States, to sell its Phase III® Recovery Drink to retailers in the state of New York. Dora's will sell and merchandise Phase III in the boroughs of New York City and the NY suburbs of Long Island and Westchester. This comprises most of the New York Market, the second largest in the U.S. after Los Angeles.

U.S. sales of healthy foods, which includes functional beverages, topped $143 billion in 2009 and is forecast to reach $217 billion by 2017, according to the Nutrition Business Journal. Marty Jay Zirofsky, Director of Beverages at Dora's Naturals, commented, "This is an exciting opportunity to include an innovative and functional beverage line into our extensive beverage portfolio. We are pleased to add Phase III, which is a protein drink and a lot more."

Roy Warren, CEO of Attitude, stated, "Dora's Naturals is the perfect partner to capitalize on the hottest consumer buying trends. Phase III's pure-milk based formulation and eco-friendly bottle fit in perfectly with the premium, good-for-you food and beverages represented by Dora's Naturals."

Jack Shea, Executive VP of Sales at Attitude, said, "This will be a great partnership. Phase III is a cutting-edge and clinically-proven solution for muscle recovery after a workout, whether you are a serious or recreational athlete. The agreement with Dora's Naturals allows us to ramp up sales and distribution in the New York Metro area quickly."

About Dora's Naturals
Founded in 1998, Dora's Naturals is a privately held natural and organic food and beverage distributor based in South Hackensack, New Jersey. The company's mission is to provide the highest quality, perishable, natural, organic and specialty foods and beverages to retailers in the Northeastern United States. In addition, Dora's Naturals distributes its own brands including ZenSoy Organic Soy Pudding/Soy Milk/Soy on the Go (, Evolve Kefir ( and Mountainside Farms ( dairy products.

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

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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