DC Brands International, Inc. Announces that the Initial Response to the Fat Fighter Infomercial Exceeds Management's Expectation

DENVER, Nov. 17, 2011 /PRNewswire/ -- DC Brands International, Inc., a publicly reporting company under the ticker symbol (OTC: HRDN), today announced that this first phase of the national launch for HARD Nutrition and its Fat Fighter functional water system has exceeded management's expectations.

Richard Pearce, CEO and President, said, "We are very excited to finally see the infomercial we have worked so hard, and so long on, air on the national scale. This has been quite the undertaking. This initial launch has meant learning how to synchronize the multiple components of a moving machine; from our website hosting team in Canada, to our media purchasing partners in the Midwest and California, and our shipping and fulfillment houses in Connecticut and Nevada, as well as the call center in NJ, and all of this along with the production and marketing components coordinated by Script to Screen and M2 marketing.

We have deployed our staff to many of these various locations to ensure that we seamlessly integrate all of the processes involved in handling the calls, web inquiries, and orders, and making sure that we address all of the issues that arise, and that are inherent at the beginning of any major undertaking such as this.

We understand that this is a challenging time of year to introduce a product like Fat Fighter to the market, and that the premium media time slots are already purchased and  locked in by the larger advertising companies, but we are confident that with all of the expert advice that we have invested in, we can continue to optimize our media purchases, and continue to gain consumer awareness, and will conclude this phase of our national product launch above where I thought we would be at this point.

Pearce continued, "I am very confident that if we continue at the rate we have already seen, we are on track to break records. This initial media launch is only half over, and the results are not yet completely tallied. I want to reiterate that this initial launch was always intended to be a litmus test for what our strengths are, and how we gain from that. We are now going to put together focus groups to give us context as to how to optimize our media efforts, and scale the successes that we have already experienced. This initial national roll out and launch of Fat Fighter is just the beginning of the message that we will sharpen, and focus, and then move with great momentum into 2012."

To get Fat fighter or any of the other HARD Nutrition Functional beverages go to: www.fatfighterdrink.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, 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 about the confidence of Richard Pearce that the infomercial will continue to produce results above his expectations.

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 that the remainder of the initial national roll out and launch will produce results comparable to the beginning of the national airing of the Fat Fighter infomercial, and that the orders will scale and increase into 2012, 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.

SOURCE DC Brands International, Inc.