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Wal-Mart Marketing Veteran to Lead Sweet Success National Mass Market Rollout

The Company Also Appoints Sixth Member to Board of Directors

SAN ANTONIO, Aug. 30, 2005 (PRIMEZONE) -- Sweet Success Enterprises Inc. has retained Alicia Smith Kriese to lead the company's marketing division. The Company also announced today that it has added a sixth member to the Board of Directors. Houston's Theodore M. Heesch accepted the appointment as an independent Board member and will serve on the Board's audit committee.

Alicia Smith Kriese spent the last 18 years with Austin-based advertising agency GSD&M (an Omnicom Company) as senior vice president, group director, where she led the development of national brand strategies, corporate messaging and customer marketing campaigns for Wal-Mart Stores Inc.

"We could not have found a better candidate to lead our marketing efforts as the company phases up operations," said Bill Gallagher, president and CEO of Sweet Success Enterprises Inc. "Alicia will oversee our marketing team, shaping and articulating the company's image on a widespread basis, especially as we follow through on our growth strategy over the next few months."

Kriese brings more than 20 years of business strategy, brand development and customer marketing experience as acting Marketing Director and Consultant to Sweet Success. She has been involved in multi-million dollar campaigns for companies including Land Rover, Chili's Restaurants, Dial Corp., Charles Schwab and Janus Capital, and was instrumental in the positioning and naming of Wal-Mart's Neighborhood Market concept and SAM'S Club's return to being in business for small business. Most recently, she created the heralded unlikely pairing of VOGUE and Wal-Mart, creating a platform for growth for Wal-Mart's apparel line and customer base. Ms Kriese's compensation includes options to purchase 80,000 shares of Sweet Success common stock at $1.50 per share.

"The nutritional beverage category is taking off. Sweet Success gets it, with products designed for where the middle mass of America is going. Some want to lose weight. Others need fast energy or to save time. Many want to keep their heart healthy, or their brain focused and alert. Sweet Success beverages do more than satisfy hunger and thirst, meeting the needs of what people are really craving in their lives," said Kriese.

Heesch's appointment gives the Company's Board of Directors two independent members.

Heesch owns Houston-based TMHI, architecture and consulting firm responsible for the design and development of many successful food and beverage facilities nationally. He was responsible for the renowned "Blue Martini" facility concept in Florida. He is a graduate of the Rice University School of Architecture.

San Antonio-based Sweet Success Enterprises Inc. acquired the Sweet Success brand in 2002, including all formulas, copyrights, trademarks, records and research. The Company has since redeveloped the best-tasting meal replacement beverage to tap into the rapidly growing demand for convenient and nutritious "super foods" that can fit into a fitness or weight-loss plan. Its entry Complete Fuel(tm) product is in stores now and contains state-of-the-art ingredients like Activated Barley(tm) for endurance, ground flax to provide omega-3 fatty acids for heart health, and guarana for a natural energy boost. Additional products will be introduced over the next few months.

The Private Securities Litigation Reform Act of 1995 (the "Act") provides a safe harbor for forward-looking statements made by the Company or on its behalf. All statements which address actual results could differ materially from those expressed or implied in forward-looking statements. Important factors that could cause the actual results of operations or financial condition of the Company to differ include, but are not necessarily limited to, the Company's operating performance, events, or developments that the Company expects or anticipates may occur in the future are forward-looking statements. These statements are made on the basis of management's views and assumptions. As a result, there can be no assurance that management's expectations will necessarily come to pass. Management cautions that the ability to attract clients and generate business; a decline in the Company's financial ratings; the competitive environment; the Company's ability to raise sufficient capital to meet the collateral requirements associated with its current business and to fund the Company's continuing operations; and changes in market conditions.

CONTACT:  Sweet Success Enterprises, Inc.
          Micheraie Canales 
          (210) 824-2496, Ext. 21