As Seen On TV Inc. (Clearwater, Fla.), a direct response marketing company and owner of AsSeenOnTV.com, has agreed to acquire publicly traded eDiets.com Inc. (Pompano Beach, Fla.), a provider of home-delivered fresh and flash-frozen prepared meals for weight management. The transaction is a stock-for-stock deal valued at approximately $15 million. eDiets.com reported revenues for the year ended December 31, 2011 of $22.1 million. The merger is expected to close in the first quarter of 2013, at which time eDiets.com will become a wholly owned subsidiary of As Seen On TV. The companies’ shared vision includes a plan to create a long-form infomercial to acquire customers and spur growth of eDiets.com.
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