Vitazest® Vitamin and Fruit Enriched Water Hires Industry Veteran as First Chief Operating Officer

Boca Raton, FL – (June 19, 2006) – Vitazest® Vitamin & Fruit Enriched Water®, a product of Triple A Products, LLC, announced today that it has selected industry veteran James M. Lee as its first Chief Operating Officer effective June 1, 2006.

Mr. Lee’s career in the beverage industry spans more than twenty-years where his responsibilities have covered a wide range of areas, from vice president of sales and marketing to regional and district manager and chief operating officer. Lee has worked for recognized leaders in the industry such as Canada Dry, USA, Southeast Atlantic Corporation, Cott Beverage Corporation, National Beverage and Pasco Beverage. Most recently, Lee has been consulting with several companies, helping establish private label divisions, setting up field forces and assisting businesses in evaluating DSD coverage through his own consulting firm, JML consulting.

“I am excited to join the Vitazest team and ready for the challenge. I’ve tried the product and looked at the business and I think there’s a tremendous opportunity out there for Vitazest,” said Lee. “The vitamin enriched flavored water market still has a way to go in terms of its growth potential and Vitazest, with its superior taste, wide variety of flavors and nutritional makeup can be a key player in the market.”

“Our product development and business has matured to such a point that strategically it made sense to bring in a true industry insider who could help us get to the next level,” said Ziv Alcalay, Vitazest Vice President of Operations. “James brings us knowledge that can benefit our management, sales, development and marketing teams and we truly see his hiring as a key element in our growth plans. We’re happy to have him on board.”

Vitazest is a delicious blend of fruit, vitamins and water and comes in 9 delicious flavors including, Mango Cherry, Kiwi Strawberry, Pomegranate, Lemon Lime, Passion Fruit, Blueberry, Peach Melon, Pineapple Mango and Orange.

Vitazest contains all natural fruit flavors and natural coloring. Vitazest also contains significant levels of the Recommended Daily Allowance of 10 vitamins and minerals. Just as important as what Vitazest has is what it doesn’t have-no carbs, no calories, no sugar, no preservatives and no caffeine.

For more information on Vitazest please visit For samples and to speak with company officials, please contact Shep Doniger at 561-637-5750 or