IRVINE, Calif., April 29, 2009 (GLOBE NEWSWIRE) — There are fads and there are trends and it’s clear that companies greatly prefer to capitalize on the latter. And while many might have made short term money selling survival kits for the fad of Y2K, those who focused on creating anti-virus software for the unfortunate trend that is this perennial malaise were far more greatly rewarded. Perhaps a similar example is at play in the ever-changing beverage market.

A trend has clearly been established. Consumers are shifting away from empty calorie beverages and heading toward functional ones. They are fiercely loyal and more willing to spend higher premiums to put the right stuff in their bodies. The proliferation of Fresh & Easy or Whole Foods health-oriented grocery stores should have sent a bold indicator that this consumer sentiment was trend not fad. And savvy beverage companies are capitalizing.

One such company is Attitude Drinks, Inc. (OTCBB:ATTD), an innovative, beverage brand development and marketing company with a focus on introducing healthy, scientifically advanced functional beverages. In an industry where innovation and marketing are paramount, Attitude seems uniquely qualified to accomplish its market objectives by expanding its product line with an emphasis on milk-based beverages that offer greater efficacy and in using partners like Coca-Cola along the way.

For the investor, what might be most compelling is that the three platforms that Attitude Drinks will address represent the fastest growing, most innovative and highest priced drinks ever seen in the beverage industry. These will include energy drinks, milk / juice blends and functional dairy. For the record, the non-alcoholic single serve beverage business is over $106 billion in size and grew 4.1% by volume in 2006 and the “new age” beverage category where Attitude’s unique offerings exist grew 15% to $25.9 billion in 2006.

For those who have followed this industry over time, it’s pretty clear that Attitude is positioned to capitalize on a trend.

For more information on Attitude Drinks visit the following link: http://www.smallcapvoice.com/attd/factsheet.html

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