Fort Lauderdale FL, Dec. 11, 2018 (GLOBE NEWSWIRE) -- via NEWMEDIAWIRE -- DNA Brands Inc. (OTC PINK: DNAX),
is pleased to announce the acquisition of Betta4U Brands “DBA” NEO Superwater, as a wholly owned Subsidiary. Betta4U
Brands Inc. (B4U) is a Delaware Corporation that has concluded the acquisition of NEO Superwater. Betta4U Brands is comprised of
three members, of which Mr. Bernard Rubin is the Majority Shareholder. This acquisition is in the form of a Restricted Share
Exchange with DNA Brands Inc.
http://neosuperwater.com/
As part of the transaction, Mr. Bernard Rubin, Founder of Betta4U Brands Inc., will be appointed to the board of
DNA Brands Inc., and will serve as DNA Brands President, in charge of all beverage related matters. Mr. Rubin moved to the
USA in 2010 from South Africa, where he started his business career with a Degree in Business Management, followed by an MBA from
Bond University (Queensland, Australia). Mr. Rubin is a serial entrepreneur, whose international beverage resume spans multiple
continents.
Benard Rubins experience in the beverage industry is as follows below
C-Level experienced beverage executive (C-level, also known as C-suite, is an adjective used to describe
high-ranking executive titles within an organization. In this context, the letter C stands for chief).
- New market business development (USA and Global).
- P&L management and accountability.
- Strategic planning & execution.
- Franchising, distribution agreements & joint ventures.
- Innovation & new product development (cradle to shelf).
- Supply chain management through bottom-up forecasting, demand planning & budgeting.
- Engaged venture capital funds, fund raising, acquisitions and strategic partnerships.
Entrepreneurial
- Experienced (20 yrs. plus) seasoned global beverage professional.
- Experienced in general management.
- Sales, distributor, retail and broker management.
- Online business development, strategy & execution (web, E-commerce & social media).
- Integrated marketing, business development & commercial expansion.
- International business and product development.
- Brand management and strategic sourcing.
- Procurement and global trading.
Mr. Rubin has launched several brands, managed and developed bottlers, distributors and retailers through the
entire supply chain from inception to shelf.
https://www.linkedin.com/in/bernard-r-b540125
Throughout his career, he has managed and developed bottlers, distributors and retailers through the entire supply
chain with several leading global beverage companies, such as Cott Beverages, Halewood International, Ice River Springs, and
recently VP of International Business at New Age Beverage Inc.
Mr. Rubin’s specialty as highlighted above, is in the beverage and consumer goods industry. Betta4U Brands
has combined its skills in business, consumer goods, and in the sports industry, to bring new products to diverse markets for
long-term market presence. Betta4U/NEO Superwater specializes in the manufacture and distribution of high alkaline,
electrolyte and antioxidant water.
Since its inception in late 2011/2012, NEO has consistently grown revenue to about One Million per year for the
past 4 years (netting about $300-$400K profit annually). NEO also has direct wholesale customers which represent about 20% of
the revenues. NEO’s gross margins are 45% plus, and the brands main competitors are Essentia Water and AquaHydrate.
http://neosuperwater.com/
Retailers
NEO High Alkaline Superwater can be found in most major natural food stores, grocers, convenience stores,
nutritional stores, health & wellness stores, gyms and more across the country, predominantly on the West Coast. Expansion
efforts will now concentrate on the East Coast.
National Distributors and NEO timeline is as follows below
2011 Secured UNFI West.
2012 Secured Natures Best + AMAZON.
2013 Secured UNFI East + 2 KEHE Warehouses.
2014 Secured All of KEHE Warehouses.
2016 Secured Supervalu.
UNFI WEST (ALL WAREHOUSES).
UNFI EAST (ALL WAREHOUSES). *
UNFI CURRENTLY HAS 31 DISTRIBUTION CENTERS IN THE UNITED STATES.
KEHE / NATURES BEST (ALL WAREHOUSES).
AMAZON.COM (NATIONAL).
SUPERVALU (2 Warehouses).
Category Trends
Consumers are shifting towards healthier options, including premium waters and functional beverages. No
calories are viewed as one of the healthiest beverages; consumers are drawn to more functional waters with added benefits.
The Premium Water Market is worth $2.8 Billion.*
Forward Growth Strategies Ahead For DNA Brands
The growth strategy from this point is as follows:
- Increase distribution (USA, Canada & UK).
- Add new product lines (extending further into Functional Waters).
- Develop strategic partnerships with leading international beverage companies seeking to enter the US market, and adding
unique products to the current distribution model.
- Pursue growth by acquisition of complimentary brands and value added partners.
New Products for 2019
First Quarter (Q1) 2019 - NEO plans to release an already developed oxygenated water, in one of the hottest drink
sectors with a nationally known bottler/copacker. More details to follow.
DNA Energy & Coffee
DNA Energy, which was launched in 2007, was in the marketplace until 2014. During that period, it generated
substantial revenue, won multiple awards and had sales in several states among many major retailers. Under Mr. Rubin’s
leadership, guidance and direction, DNA Brands fully intends to revive DNA Energy Drinks, focusing primarily in select and niche
markets, also tweaking the formula, geared towards Organic reformulations. To begin with, Mr. Rubin plans to
do this by leveraging many high profile relationships and partners he has nurtured over the years.
Planned launch of products in the United Kingdom
“Through our partnership and shareholders of SRP Equipe Ltd., plans are well underway to launch NEO Superwater,
and subsequently the company’s full line of products during 2019,” stated Rubin. SRP Equipe Ltd., consist of a group of
retired and current professional soccer players, based in the United Kingdom, led by Lateef Elford-Alliyu, who have far reaching
and long standing relationships across the UK, EU and Africa.
Lateef Elford-Alliyu
Saido Berahino
Romaine Sawyers
Rubin commented: “It is with great pleasure to jump on board with DNA Brands, and I’m really looking forward
to building a range of world class beverages in the natural and better for you category. By utilizing the NEO Water
Distribution Platform, we will expand distribution and introduce new lines with select distribution partners, globally. Carving out
a niche in this highly competitive space will be a challenge that I am looking forward to, and together with the DNA team, building
long-term sustainable growth to provide shareholder value.”
NEO Superwater is currently available in thousands of national retail stores (2500+), in natural food stores,
grocers, C-stores, nutritional stores, health & wellness stores, gyms and more. National distributors include: UNFI West,
UNFI East, Kehe/Tree of Life, Nature’s Best, Amazon.com, and 4 direct store delivery distributors.
“I am very pleased to welcome Bernard and the NEO Superwater Brand to DNA. NEO will shortly be audited by a
PCAOB Auditor that I have previously selected to qualify us as a reporting company, enabling DNA Brands to uplist to a higher
tiered exchange. The financials will also demonstrate about One Million dollars per year in revenues, for the past few
years. NEO’s sales and revenue have been derived with minimal to no marketing and advertising whatsoever. I look
forward to learning from and working with Bernard to grow DNA Brands to the next level,” stated CEO Adrian McKenzie.
DISCLAIMER
This press release contains statements that are "Forward-Looking" in nature (within the meaning of the Private
Securities Litigation Reform Act of 1995, Section 27A of the Securities Act of 1993, as amended, and Section 21E of the Securities
Exchange Act of 1934, as amended). All Statements regarding the Company's financial position, potential, business strategy,
plans and objectives for future operations are Forward-Looking statements. Many of these statements contain words such as "goal,"
"aims," "may," "expect," "believe," "intend," "anticipate," "estimate," "continue," "would," "exceed," "should," "steady," "plan,"
"potential," "dramatic," and variations of such words and similar expressions identify Forward-Looking statements, but their
absence does not mean that a statement is not a Forward-Looking statement. Because Forward -Looking statements involve future
risks and uncertainties, there are many factors that could cause actual results to differ materially from those expressed or
implied. The Company cannot predict the actual effect these factors will have on its results and many of the factors and their
effects are beyond the Company's control. Any forward-looking statement made by the Company speaks only as of the date on which it
is made. The Company is under no obligation to, and expressly disclaims any obligation to, update or alter its forward-looking
statements, whether as a result of new information, subsequent events or otherwise. Given these uncertainties, you should not
rely too heavily on these forward-looking statements.
Adrian P.McKenzie (561) 654-5722 info@dnabrandsinc.com www.dnabrandsinc.com
