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Ascent Brands LLC

ICE CAP Sport Bottle Now Available to Dealers

07.13.2006
Dallas, Texas
ICE CAP Sport Bottle Now Available to Dealers

Ascent Brands launches the ICE CAP™ freezer bottle to cycling enthusiasts and retailers nationwide. The bottle utilizes a frozen gel-stick which attaches to the cap to aid in maintaining a cool beverage temperature for riders.

Bottle design is patterned after traditional bike bottles, fits most bottle cages and holds 26 ounces of fluid including the freezer stick. The patented design allows for quick removal of the stick for re-use, is dishwasher safe, and can be used as a traditional bottle as well. It is easy to squeeze, easy to hold while riding and can maintain temperatures 12 degrees cooler than traditional bottles.

The company will be offering the ICE CAP Break Station Program™ at select biking events this season, starting with the Hotter'N Hell Hundred in Wichita Falls, TX on August 26, 2006. At each supported stop, sticks are pulled from dry ice and traded for warm ones for each bottle presented; ensuring that each ride continues with optimal cooling power.

Ride Chairman for the Hotter'N Hell Hundred (www.hh100.org), Roby Christie, is excited about the new program, "Riders struggle with ways to keep their body cool and hydrate during our event, which often runs in 100+ degree heat. The Ice Cap program is a unique service that offers a way to keep cyclists' fluids cooler between stations and throughout the ride."

"Our initial dealer response to the Ice Cap Sports Bottle has been very positive. It is very likely that our pre-sale order commitments will completely absorb the first production run," states Greg Thurmond, Vice President of Sales and Marketing for Tunnel Vision, LP.

The Ice Cap Sport Bottle is being promoted and distributed by Tunnel Vision LP. To find out more about the Ice Cap sports bottle or to locate a dealer near you visit www.coolhydration.com.

About Ascent Brands:
Based in Plano, Texas, Ascent Brands develops innovative products that seek to improve the performance factor for athletes.

About Tunnel Vision LP:
Tunnel Vision, LP, based in Dallas, Texas, manufacturers and markets the Sweat GUTR" sweatband for recreational, industrial, law enforcement and military applications and markets the Ice Cap Sports Bottle to recreational markets throughout the United States and Internationally. For more information visit Tunnel Vision at www.getunnelvision.com.

Dealer Contact:
Tunnel Vision LC
Attn: Greg Thurmond
1-800-706-2862 Opt 1
greg@getunnelvision.com
www.getunnelvision.com.

Media Contact:
Ascent Brands LLC
Attn: Paul Buss
1-800-706-2862 Opt 2
paul@ascentbrands.com
www.coolhydration.com.

###

Contacts
Ascent Brands LLC
(972) 712-2575
paul@ascentbrands.com
www.coolhydration.com

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