DineWise CEO Issues Corporate Update and Details Key Growth Strategies for 2007.

FARMINGDALE, N.Y. -- Paul Roman, Chairman and Chief Executive Officer of DineWise, Inc. (OTCBB:DWIS), a leading direct marketer of delicious, chef-prepared meals and quality foods since 1959, today issued an in-depth corporate update detailing DineWise's material accomplishments in 2006 and key growth strategies and objectives for the coming year. Roman stated:

"While reflecting on our Company's near 50-year operating history, I've discerned one immutable fact that I doubt few will argue - change is inevitable. From decade to decade, the ebb and flow of sociological and economic dynamics, coupled with endless technology advances, have continued to impact, influence and define how consumers work, shop, play and experience life, in general. Due in part to our ability to recognize and successfully adapt to changes - particularly those affecting consumer dining trends and preferences, DineWise's core business, Colorado Prime, has been one defined by the more than one million households we have served and the $2 billion in sales we've generated over the course of a half century.

"However, I believe this past success is attributable to a more fundamental truth. DineWise has remained emboldened by an underpinning value system that has remained intact and virtually unchanged at our Company since its inception as Colorado Prime Foods in 1959. It is this core value system that continues to inspire and guide us in our daily operations and will surely serve to clarify DineWise's mission to leverage our legacy of excellence to achieve enduring, profitable growth well into the future.

"Today DineWise is focused on executing an exciting new growth strategy that benefits and enhances the lives of everyone who comes in contact with our organization. To that end, we intend to earn distinction as a forward-thinking industry leader that is recognized by its employees for providing opportunities to grow both personally and professionally; appreciated by its customers and suppliers for providing the highest possible quality products and services as cost efficiently as possible; respected and admired by its peers for its integrity and longstanding commitment to excellence in its business practices; and valued by its shareholders for providing the greatest possible transparency into its operational and financial performance.

2006 - A Defining Year

"During the past 12 months, we have made notable progress in transitioning our Company's traditional door-to-door, direct-to-consumer business model to one that now engages a more robust, yet highly flexible, multi-channel sales and marketing strategy driven by e-commerce and direct response mail. Moreover, we have expanded our serviceable market from 33 U.S. states (under our former model, distribution was limited by our trucking routes) to 48 states (made possible through our adoption of FedEx overnight delivery services). We believe that this material change in how we reach and service our customers is much more conducive to cost-effectively scaling our business, while allowing us to effectively address the needs and demands of time-starved, nutritionally conscious and temporarily or permanently homebound consumers seeking quick, delicious in-home dining solutions and exceptional customer care.

"To further elaborate, in the first quarter of 2006 we initiated a comprehensive re-branding strategy that essentially triggered the launch of our new business plan.

"On the marketing side, we completed the design, development and production of DineWise's new web presence, found at www.dinewise.com; developed and produced high impact, new product packaging and collateral marketing materials; and introduced our new direct mail catalog unveiling the first DineWise line of alternative in-home dining solutions. In the fourth quarter of this year, we published our latest direct mail catalog and mailed to 184,000 U.S. households. This not only represented a sizable increase in the size of our previous circulations, but we saw a notable improvement in both response rates and average order value when compared to direct mailings completed earlier in the year.

"In early 2006, we also established and began leveraging a new Advisory Board comprised of industry leading authorities in gourmet dining and healthy eating. Our Advisory Board members include executive chef, food editor for Gardening Life Magazine and TV personality Chef Dana McCauley; Chef Franklin Becker, executive chef at New York's Brasserie Restaurant, culinary artist and popular author of 'The Diabetic Chef;' Dr. Howard Shapiro, noted weight control and life management expert and author of several books, including New York Times bestseller 'Dr. Shapiro's Picture Perfect Weight Loss;' and Debbie Judd, RN, co-owner of The Metabolic Institute, where she specializes in nutrition and health management education and has been widely featured in Time Magazine and Warner Books. Every member of our prestigious Advisory Board has and will continue to play vital roles in helping to strengthen DineWise's brand and key product messaging.

"On the product development front, beginning in the first quarter of this year, we sourced several strategic, industry leading product development and manufacturing sources; created complete meal plans, including nutritional information and comprehensive product descriptions, and developed a special line of low caloric and diet menus. I'm pleased to confirm that we have since expanded our DineWise product platform to approximately 5,000 fully-prepared, customized meals addressing dining solutions for busy lifestyle preferences, discerning consumer taste preferences, children's preferences, and weight control and diabetic preferences.

"Moreover, DineWise has introduced an 'industry first' with its 'Mix and Match' meal program, providing for our customers to customize individual meal compositions. Currently marketing to both our longstanding and loyal Colorado Prime customers, as well as our newly acquired DineWise customers, our Company's innovative approach to offering consumers a broad range of quality food choices and meal plans is resulting in notable revenue growth in our Dinewise-branded products, strong Colorado Prime customer retention and a visible path towards returning to positive cash flow and profitability.

"Looking at our accomplishments over the past year in our operations and finance areas, there is much to report. In the second quarter of 2006, we expanded our senior leadership team with the key addition of Thomas McNeill as our new Vice President and Chief Financial Officer. We also completed a reverse merger into a public shell; changed our corporate name from Colorado Prime Foods to DineWise, Inc., adopted a new trading symbol ("DWIS"); and closed on a $2.5 million financing, greatly strengthening our working capital resources. We also succeeded in expanding our product fulfillment capabilities with the addition of a second outsourced, state-of-the-art fulfillment center, and adopted a 24/7 strategic call center operation to support both inbound DineWise and Colorado Prime customer inquiries and order processing. Through our new outsourcing strategy, complemented by other cost-cutting programs, we have generated annualized costs savings of approximately $1 million.

"Although there is much to be proud of and plenty of hard working, dedicated people to credit for DineWise's many accomplishments in 2006, we believe that we have yet to hit our full stride.

2007 Goals and Objectives

"In the coming year, DineWise has identified a series of key growth objectives and strategic milestones that we will remain intent on achieving. In brief, these include the following:

* Improve the demographic and psychographic profile of our direct mail database, providing for enhanced targeting of potential customers, thus improving response rates and average order size;

* Increase circulation of our direct mail catalog in each of our four quarters of 2007 based upon an improving financial matrix;

* Increase our Dinewise-branded customer base by 15,000 during 2007, to achieve a total customer base in excess of 25,000 by the end of the year;

* Produce and test an initial direct response television advertising campaign as a central component of our national marketing and brand building program, then build upon the results;

* Expand our direct and affiliate Internet marketing programs to promote greater growth in our online sales channel;

* Introduce innovative dining solutions and specialized meal plans targeting new niche markets, including Business-to-Business/Corporate Incentive and Rewards; Senior/Caregiver and Diet Management;

* Pursue cooperative marketing and strategic collaborations with leading industry players to leverage cross-marketing opportunities and product expansion initiatives;

* Continue to maintain strict expense disciplines and leverage our scalable variable operating model while achieving new customer acquisition goals;

* Achieve progress in operations, thus allowing DineWise to be in position to restore positive cash flow and profitability ;

* Implement pro-active public, media and investor relations programs designed to increase awareness of DineWise, its products and services, and its long term investment potential; and

* Position the Company to pursue a listing on a national exchange.

"Although these represent ambitious goals for us, we firmly believe that we have the foundation for growth in place, the management team to execute, and the ideal market conditions to succeed. In closing, DineWise remains pledged to honoring our Company's near 50-year legacy of excellence and success, and will work diligently to protect and enhance shareholder value while remaining worthy of the confidence that you have so generously entrusted in us," concluded Roman.

About DineWise, Inc.

Headquartered in Farmingdale, New York, DineWise is one of the nation's leading direct marketers of the finest, chef-prepared meals delivered directly to the door and ready to serve in minutes. Since 1959, DineWise has been delivering nutritious, mouth-watering cuisine to hundreds of thousands of households across America. Each meal is prepared using only the finest, chef-quality ingredients and then flash frozen to ensure superior freshness and flavor. To learn more about DineWise's delectable menu of nutritious and convenient dining solutions and quality foods, visit www.dinewise.com.

Safe Harbor Statement

This document contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Such statements are subject to risks and uncertainties that could cause actual results to vary materially from those projected in the forward-looking statements. The company may experience significant fluctuations in future operating results due to a number of economic, competitive, and other factors. These factors and others could cause operating results to vary significantly from those in prior periods, and those projected in forward-looking statements. Additional information with respect to these and other factors, which could materially affect the Company and its operations are included in certain forms DineWise has filed with the Securities and Exchange Commission.