DC Brands International, Inc. Announces New and Improved Fat Fighter Infomercial

DENVER, Jan. 23, 2012 /PRNewswire/ -- DC Brands International, Inc., a publicly reporting company under the ticker symbol (OTC:HRDN), today announced the release date of the new and improved HARD Nutrition Fat Fighter infomercial.

HARD Nutrition has now incorporated invaluable feedback from focus groups and industry professionals in the production and processing areas to improve the Fat Fighter offer, the infomercial, and the callback center performance, and believes it has successfully addressed issues that it encountered during the initial airing of the infomercial in November 2011.

The new and improved Fat Fighter infomercial will begin airing on January 28, 2012, as scheduled, and during times, and on such channels that will mirror the November 2011 initial test airings, and provide response data and results that can be compared. The media schedule for the upcoming airings of the new and improved Fat Fighter infomercial will be released in the next few days, when the channels and time slots are confirmed.

Richard Pearce, President and CEO, said, "This time of year is the prime season to address weight loss and health issues, and I am so excited to be able to get this new and improved infomercial back on the air in time to take advantage of this opportunity to maximize the exposure of Fat Fighter to the consumer on a national scale. I fully anticipate that with the simplified revised offer, the upgraded and enhanced relationships to better integrate the media schedule with the call center and the web development, we will receive a better response than before, as well as valuable market intelligence to help us scale the airings of the infomercial to get the best results."

Pearce continued, "We now think that we have all of the qualified people and teams in place, interacting in a concerted effort to pass any learning curves and make this the success that we know it can be."

To view the new Fat Fighter infomercial and see the revised offer go to the Investor Relations tab at www.hardnutrition.com

About DC Brands International:

DC Brands International, a publicly traded company under the ticker symbol (HRDN), presently specializes in the manufacturing of its functional beverages and health products. Established in 1998, DC Brands began producing a number of lines of energy drinks in 2005.  DC Brands then purchased the assets of H.A.R.D. Nutrition and began its quest to produce a new health line of products.  DC Brands has recently announced the release of its new H.A.R.D. Nutrition Functional Water Systems, which it expects will revolutionize the functional beverage category.

For more information on DC Brands International, Inc. and it's HARD Nutrition Functional Water Systems, visit its website at www.hardnutrition.com.

This release includes forward-looking statements on our current expectations and projections about future events. In some cases forward-looking statements can be identified by terminology such as "may," "should," "potential," "continue," "expects," "anticipates," "intends," "plans," "believes," "estimates," and similar expressions. These statements are based upon current beliefs, expectations and assumptions and are subject to a number of risks and uncertainties, many of which are difficult to predict and include statements regarding the success of the new and improved Fat Fighter infomercial, and any increased national exposure of HARD Nutrition's Fat Fighter Functional Water System.

The forward-looking statements are subject to risks and uncertainties that could cause actual results to differ materially from those set forth or implied by any forward-looking statements. Important factors that could cause actual results to differ materially from those reflected in our forward-looking statements include, among others, our inability to obtain  expected sales from the continued airing of the Fat Fighter infomercial, the efficiencies of the enhanced relationships, or qualifications of the teams involved, additional unanticipated costs incurred in connection with the airing of the infomercial and other risk factors affecting our business as described in our recent Registration Statement on Form S-1. The information in this release is provided only as of the date of this release, and we undertake no obligation to update any forward-looking statements contained in this release based on new information, future events, or otherwise, except as required by law.

CONTACT: Wade Brantley
[email protected]

SOURCE DC Brands International, Inc.

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