GNC to Feature PURPLE

Powerful Antioxidant Beverage Hitting Select Stores Nationwide

FT. LAUDERDALE, Fla.--(BUSINESS WIRE)--Purple Beverage Company, Inc. (OTCBB: PPBV), announced today that it has shipped PURPLE, its hot new antioxidant beverage, to GNC, the world's largest specialty retailer of nutritional products. PURPLE, known for its revolutionary formula that combines seven powerful antioxidant-rich fruits in a tangy, delicious beverage, will be featured in select GNC stores nationwide in February.

The main ingredient of all natural, no sugar added PURPLE is the exotic acai berry which, after being hailed as the new "superfood" on the Oprah Winfrey Show and website, had wise consumers clamoring for its high levels of antioxidants. Purple Beverage Company combined the dark purple Amazonian açaí berry with six other antioxidant-rich juices, including black cherry, pomegranate, black currant, purple plum, cranberry and blueberry, in its signature beverage, creating a rich-tasting antioxidant drink that is great on its own and makes a healthy and nutritious fruit smoothie.

Additionally, PURPLE is the perfect mixer for your favorite cocktail. In fact, researchers from the United States Department of Agriculture and a study at Kasetsart University in Thailand recently reported that adding alcohol to antioxidant-rich berries increases their antioxidant power – a fact that is making PURPLE one of today's most popular cocktail trends in nightclubs and lounges, like the legendary Palm Restaurant in New York City.

"We are thrilled to join the ranks of the high-end, healthful products sold at GNC stores. This is an important step in our planned nationwide retail rollout to make PURPLE available for consumers everywhere to enjoy," said Ted Farnsworth, CEO of Purple Beverage Company. "Since PURPLE made its official debut a few short months ago, consumers and even celebrities like legendary recording artist Chaka Khan have embraced it, sky-rocketing the antioxidant-rich drink to its status as one of the most sought-after beverages in markets like New York, Los Angeles and Miami. With select, national availability at GNC stores, more consumers can now experience the Power of PURPLE."

Purple Beverage Company, Inc. is a beverage company that develops, markets and distributes a unique antioxidant beverage product. Its business strategy is to develop and market a special line of beverage brands and products that will be positioned as "better for you" beverages targeting the growing category of New Age/Functional beverage consumers.

PURPLE will be available at select GNC stores nationwide in February and is currently available at health food stores, delis, drug stores, supermarkets and convenience stores in New York, Los Angeles and Miami, as well as in cocktails at trendy bars and restaurants, including The Palm on the West Side in Manhattan. PURPLE retails for $3.99 for a 10 oz bottle. You can learn more about PURPLE at www.DrinkPurple.com.

About GNC:

GNC, headquartered in Pittsburgh, PA, is the largest global specialty retailer of nutritional products, including vitamin, mineral, herbal and other specialty supplements and sports nutrition, diet and energy products. GNC has more than 4,800 retail locations throughout the United States (including more than 1,000 franchise and 1,290 Rite Aid store-within-a-store locations) and franchise operations in 46 international markets. The company - which is dedicated to helping consumers Live Well - also offers products and product information online at www.GNC.com.

About Purple Beverage Company, Inc.:

Purple Beverage Company Inc.'s mission is to increase stockholder value through the sale and distribution of its antioxidant beverages. In 2005, revenue from the sale of functional beverages reached approximately $40 billion in the U.S., with forecasted sales in 2007 of $46.3 billion, reaching $53.9 billion by 2011. For more information, please visit www.drinkpurple.com.

Cautionary Statement Regarding Forward-Looking Statements:

Information provided by Purple Beverage Company, Inc., such as online or printed documents, publications or information available via Purple's website, contains forward-looking statements that involve risks, uncertainties, assumptions and other factors, which, if they do not materialize or prove correct, could cause Purple Beverage Company's results to differ materially from historical results, or those expressed or implied by such forward-looking statements. All statements, other than statements of historical fact, are statements that could be deemed forward-looking statements, including statements containing the words "planned," "expects," "believes," "strategy," "opportunity," "anticipates," and similar words. These statements may include, among others, plans, strategies and objectives of management for future operations; any statements regarding proposed new products, services or developments; any statements regarding future economic conditions or performance; statements of belief; and any statements of assumptions underlying any of the foregoing.

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