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Steven Seagal Launches Pure Force Energy Bar to Retailers

Nutrition bar harnesses the antioxidant goji berry from Tibet

BOCA RATON, Fla., Sep 29, 2004 /PRNewswire via COMTEX/ -- Steven Seagal now can add "nutritional bar formulator" to a list of talents that already includes veteran actor, singer/songwriter, guitarist, and Aikido black belt. Maintaining an unrelenting schedule that would tire younger entrepreneurs, the 53-year-old Seagal has just completed two movies, "Into the Sun" and "Submerged." His album, Songs from the Crystal Cave, released earlier this year, has already hit the pop charts in Europe.

Pure Force Energy Bar(TM) is the result of Seagal's travels in Asia in search of the ingredients believed to keep many locals disease-free for life. Seagal says he discovered the Tibetan goji berry while researching antioxidants in Mongolia. The goji berry is a staple of the Tibetan diet, and has been used by local physicians in herbal medicines for thousands of years. Chemical analysis shows that this berry fortifies the immune system with powerful antioxidants. The goji berry also contains a high concentration of branched chain amino acids, beta-carotene, and other factors.

"I have traveled the world creating this bar; there is none better," says Seagal, who lived in Tibet and Japan in the 1960s and 1970s while learning Buddhism and martial arts. "I have included in this bar everything I could to strengthen the body." Seagal adds that Pure Force Energy Bar also includes 15 grams of protein, 17 vitamins and minerals, calcium, iron, ginseng, and even green tea.

The actor, an adherent of Buddhism and the first westerner to open a dojo (martial arts school) in Japan, says he originally intended to manufacture the bar for his own use, but those around him wanted to know his secret. When asked how he was able to include so many ingredients and keep the bar at only 170 calories, Seagal joked, "It is a nice big bar, but then, I'm not known for doing anything small. I have an all-or-nothing attitude."

Mr. Seagal has partnered with an experienced sales and marketing team led by Mitch Gould to form Steven Seagal Enterprises, which will distribute Pure Force to mass-market retailers. "I have known Steven for years," says Mitch Gould, vice president of SSE. "I was excited when he asked me to manage the international distribution of the bars."

Can the market handle another nutritional bar? Gould comments, "The feedback we are getting from buyers is phenomenal. The low-carb category has passed its peak and some of the low-carb products are not doing as well. Buyers want something different to replace them, and this is certainly different."

Pure Force Energy bar comes in two flavors, Chocolate Fudge and Chocolate Peanut Butter. To entice consumers the initial product launch will include a free DVD of the video "The Path Beyond Thought" inside every box. Additional products to this energy line are already in the works.

Pure Force Energy Bar is manufactured in the U.S. It is expected to hit stores in the first quarter of 2005.

Steven Seagal Enterprises

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