JALA Be Active Holdings Inc (CE)

Readies Its Jala Greek Frozen Yogurt Brand for Re-Launch

NEW YORK, NY--(Marketwired - Jan 13, 2014) -  Be Active Holdings, Inc. (OTCQB: JALA), a manufacturer and marketer of Greek frozen yogurt under the Jala brand, is pleased to provide a business update to shareholders. The Jala brand is low fat, low calorie, all natural probiotic enriched Greek frozen yogurt designed to appeal to the health conscious or weight conscious consumer. Be Active Holdings' Founder and President Sam Pugliese was previously President of the Skinny Cow ice cream brand which was sold to Nestle for $76 million.

Business Highlights:

• Greek yogurt has captured 35% of yogurt market share in just 5 years, making it the quickest for any major food category
• Proof of concept from 2010-2012 with $3.3 million revenue, including Publix, Pathmark, Whole Foods and Duane Reade retail outlets
• Contract manufacturing all set with Mr. Cookie Face of Lakewood, NJ; same partner from previous business of Skinny Cow
• New branding and packaging
• New formats of cups and bars
• New sizes of 4-oz cups and 3-pack containers
• Placement and slotting discussions and meetings
• Distribution network all lined up, including direct store distribution and warehouse delivery distribution

"Over the past 3 years, we have evolved from an idea to proof of concept in an exceptional growth market opportunity," stated Sam Pugliese, Founder and President. "In 2012 alone, Jala Greek frozen yogurt generated $1 million revenue, with limited capital, proving its natural taste, business model and distribution relationships. Given the backgrounds of myself with Skinny Cow and my partner, Joseph Rienzi, of Rienzi Foods, we have the network of relationships spanning many years for distribution and retail slotting. We are now in midst of taking the necessary steps to best position us for growth and reward shareholders. We have re-branded and re-packaged Jala while maintaining and expanding our distribution and retail relationships. We are currently in negotiation with varying sources of capital, which will allow us to execute on our derived plan for growth and re-launch Jala. Our team is very excited as we begin to enter the re-positioning and growth phase for Jala."

About Be Active Holdings, Inc. Be Active Holdings, Inc. is a manufacturer and marketer of Greek frozen yogurt under the Jala brand. The Company manufactures and sells low fat, low calorie, all natural probiotic enriched Greek frozen yogurt under the trade name Jala. Its Greek frozen yogurt is packaged as low fat bars and pints, which are designed to appeal to the health conscious or weight conscious consumer. The Company produces high quality, low fat, low calorie, all natural novelty frozen yogurt and ice cream products. Its proprietary Greek frozen yogurt is all fat-free and is a result of its proprietary recipe and the quality of the ingredients in the mix. Learn more about Be Active Holdings, Inc. at www.BeActiveBrands.com

Forward-Looking Statements Forward-Looking Statements. This press release 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 (the "Exchange Act") (which Sections were adopted as part of the Private Securities Litigation Reform Act of 1995). Statements preceded by, followed by or that otherwise include the words "believe," "anticipate," "estimate," "expect," "intend," "plan," "project," "prospects," "outlook," and similar words or expressions, or future or conditional verbs such as "will," "should," "would," "may," and "could" are generally forward-looking in nature and not historical facts. These forward-looking statements involve known and unknown risks, uncertainties and other factors which may cause the Company's actual results, performance or achievements to be materially different from any anticipated results, performance or achievements. The Company disclaims any intention to, and undertakes no obligation to, revise any forward-looking statements, whether as a result of new information, a future event, or otherwise. For additional risks and uncertainties that could impact the Company's forward-looking statements, please see the Company's Annual Report on Form 10-K for the year ended December 31, 2012, including but not limited to the discussion under "Risk Factors" therein, which the Company has filed with the SEC and which may be viewed at http://www.sec.gov.

Contact Information Sam Pugliese President sam@beactivebrands.com 212-736-2310 Stephen Hart Hayden IR hart@haydenir.com 917-658-7878

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