Naked Juice Company Announces New, Fresh Perspective.

Business Editors

GLENDORA, Calif.--(BUSINESS WIRE)--Oct. 3, 2003

It's back to basics for the Naked Juice Company, now based in Glendora, CA, formerly the Ultimate Juice Company, based in Basking Ridge, NJ. Today, the Naked Juice Company announces two initiatives that will bring "total, complete and absolute focus on Naked juice products," according to Tom Hicks, President of the newly reorganized Naked Juice.

The concerted new focus on growing the Naked business has resulted in the creation of seven new products, designated for national introduction in early November. Included in the new products are three new soy drinks packaged under the name Naked Creme de Soy. The new products will have an extended shelf life of 60 days, which will allow the Naked Juice Company to expand market share via new channels of distribution.

Additionally, as part of a strategic reorganization, the Naked Juice Company will centralize manufacturing in its two California production facilities. In addition, it will consolidate the finance, human resources, and operations functions to the Glendora, CA office. As a result of the restructuring, the Naked Juice Company has put a new management team together, led by Hicks, President, Erich Fritz, Chief Operating Officer and Todd Walter, Chief Financial Officer.

Naked(R), the company's flagship brand, is the fastest growing super-premium juice brand in the country, at a time when super-premium juice sales are driving growth in the juice category (IRI, Topline, ending June 30, 2003). The brand, first introduced in Santa Monica, CA in 1983, has sky rocketed in popularity. After its 2001 introduction to New York City, the Big Apple has emerged as the brand's third largest market. Clearly, New Yorkers have embraced the concept of getting Naked(R), or at least, have embraced the 'bare Naked nutrition' platform on which the brand is based. Hicks said, "The Naked(R) brand has proven it has the legs to carry it from the West coast to the rest of the country, and from the healthy, natural channel to mainstream grocery produce departments. The sales, marketing and distribution focus of the Naked Juice Company will ensure it happens."

About Naked(R) Food-Juice

Naked(R) Food-Juice, food you drink made from bare-naked fruit with no added sugar, was founded and first marketed towel-to-towel on the beaches of Santa Monica, CA in 1983. Naked(R) Food-Juice, all natural juices, fruit smoothies, and fortified fruit smoothies (called 'Superfoods') are sold in supermarkets, health food stores and neighborhood markets throughout the country. To learn more, visit http://www.nakedjuice.com/

About North Castle Partners

Naked Juice Company is owned by North Castle Partners, LLC. North Castle Partners, LLC is the nation's leading private equity firm focused exclusively on the Healthy Living & Aging marketplace. To date, it has deployed over $850 million of equity in 40 companies that have been consolidated into ten industry-leading platforms, including: fitness clubs; active nutrition; organic food; healthy beverages; day spas; complementary and alternative medicine; vitamins, minerals and supplements; natural personal care; adventure and luxury travel and behavioral health services. Their mission is to create extraordinary value for these companies, their employees, investors, and the communities they serve. For more information, visit www.northcastlepartners.com.

Digital images are available upon request.