Brand New Brands Launches Attune Foods Wellness Products

13/11/06 Brand New Brands, an innovation accelerator dedicated to improving and enhancing Americans' lives through the creation of next-generation healthful foods and beverages, announced the launch of Attune Foods, Inc., a new company dedicated to creating breakthrough daily wellness products. Brand New Brands' current investors -- Burrill & Company, Great Spirit Ventures, Prolog Ventures and Unilever Ventures -- participated in the funding of this spinout.

At the helm of Attune Foods is former Niman Ranch CEO Rob Hurlbut, who grew that business from a $3 million regional meat purveyor to a $60 million national brand known for its sustainable practices. A food industry veteran, he also served in several marketing and finance roles at Nestle.

"Rob is a proven entrepreneurial leader who will bring vision, stewardship and unique experience to Attune Foods' ambitious plans," said Will Rosenzweig, co-founder and chief executive officer of Brand New Brands, Inc. "Attune's products deliver exceptional taste, great convenience and portability, and most importantly, efficacy in that they work!"

Attune's debut product is a line of daily wellness bars featuring probiotics, beneficial active cultures found to support digestive health and promote a strong immune system. These Attune Wellness Bars are currently available online at http://www.attunefoods.com and will be available at retailers throughout the U.S. in January 2007.

Probiotics have long been featured in functional foods and beverages in Europe and Asia. The probiotic drink market is now a $1.4 billion industry in Europe. In the United States, the market for foods and beverages with probiotics is only just beginning to grow. Probiotic foods and beverages are currently estimated to be a $210 million market with an estimate to reach $400 million by 2010.