PALM BEACH GARDENS, Fla., Aug. 21 AttitudeDrinks Incorporated (OTC Bulletin Board: ATTD), an innovative beverage, branddevelopment and marketing company, announced today a partnership withNutraceutical Discoveries, Inc., creator of Innutria(TM), to develop andintroduce a cutting edge, functional dairy beverage with enhanced metaboliceffects. This license agreement became effective August 19, 2008.
After many years of thorough, scientific study and clinical validation,Innutria(TM), a specific blend of naturally occurring ingredients, has beenfound to deliver powerful metabolic health benefits. "Partnering with AttitudeDrinks Incorporated to develop a functional dairy beverage is a perfect fitfor Innutria(TM)," commented Dr. Michael Zemel, PHD, inventor of Innutria(TM)and Director of the University of Tennessee Nutrition Institute. "Milk is agreat vehicle for Innutria(TM). It already has the high nutrient density andlow calorie density which is so important for healthy weight management. Whenyou combine these with Innutria(TM), you have a knockout punch," added Dr.Zemel.
Roy Warren, CEO of Attitude Drinks said, "During the last 11 years, I havemonitored scientific developments relating to dairy and milk products with aview toward functional beverage development. Dr. Zemel's work came to myattention when he first released his book 'The Calcium Key', and I becameconvinced he was leading an exciting trend relating to dairy calcium andmetabolic health. Attitude Drinks, with our focus on functional brandedbeverages, is honored to partner with NDI and Dr. Zemel in launching this'game changing' functional milk drink featuring Innutria(TM). This may be themost advanced functional drink ever introduced in the dairy sector!"
"Attitude brings everything we are looking for in a partner. They have avery strong management team with a proven track record in building a brand andsuccessfully penetrating a beverage category," said NDI President, CurtisJones. "The management team has always been an innovator in dairy and hasmade it clear to us their commitment to bring healthy beverages to consumers.We are very excited to form this new partnership with a company that sharesour vision," stated Mr. Jones.
About Nutraceutical Discoveries, Inc.
Nutraceutical Discoveries, Inc., based in Knoxville, Tennessee, is alicensee of the University of Tennessee Research Foundation with exclusiveworldwide rights to commercialize technologies developed at The University ofTennessee. NDI's mission is to discover anti-obesity and metabolic healthactivity in food compounds, develop new intellectual property (IP) from thosediscoveries and create products with anti-obesity and metabolic healthproperties for multiple targeted demographics.
About Attitude Drinks Incorporated
Attitude Drinks Incorporated is an innovative beverage, brand developmentand marketing company focused on introducing nutritional, functional andexperiential beverages nationwide. The company is developing a line ofuniquely fortified and formulated functional beverages that offer consumers,retailers and distributors numerous advantages over traditional soft drinksand non-carbonated beverage brands. Attitude's first commercial brand, VisViva(TM) 'Living Force Energy', is an experiential drink featuring IQZOL(TM),a proprietary complex delivering a feeling of increased focus and enhancedclarity with no jitters and no crash. For more information on the company,visit http://www.attitudedrinks.com.
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