JALA Be Active Holdings Inc (CE)

Continues to Prepare Its Jala Greek Frozen Yogurt Brand for Re-Launch

NEW YORK, NY--(Marketwired - Feb 4, 2014) - Be Active Holdings, Inc. (OTCQB: JALA), a manufacturer and marketer of Greek frozen yogurt under the Jala brand, announced an update to its agreement with C&S Wholesale Grocers. Be Active Holdings now has an approved vendor number and access to all C&S warehouse locations in the continental U.S. The Jala brand is a 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 Founder and President of Skinny Cow ice cream brand which was sold to Nestle for $76 million.

"Over the past few months, we have re-branded and re-packaged Jala with the focus of re-launching it in 2014," stated Sam Pugliese, Founder and President. "Given the long time relationships of my partner, Joseph Rienzi, of Rienzi Foods, this updated agreement with C&S validates the network of contacts we have for distribution and retail slotting. Our team is very excited as we begin to enter the re-positioning and growth phase for Jala."

C&S Wholesale Grocers is the largest wholesale grocery supply company in the U.S. and the lead supply chain company in the food industry. C&S operates regional distribution centers where it receives products from food and grocery companies and ships them to supermarkets and other institutions. Currently, C&S serves about 5,000 stores from more than 50 locations in 15 states. Among its customers are many of America's best known companies, including Stop & Shop, Giant of Carlisle, Giant of Landover, Great Atlantic & Pacific Tea Co. (A&P), Ralphs, Safeway, Winn-Dixie, Pathmark, Waldbaums, Key Food, Foodtown and Target.

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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