The Will Bar is the World's First 'Body & Mind' Energy Bar Developed for Periods of Increased Physical and Mental Activity

Where there's a Will Bar there's a Way! The Will Bar is the world's first energy bar with taurine and caffeine for sustained mental stimulation. Kick the day into play with the tasty and nutritious Will Power Champion's Chocolate to give you extra Get up and Go! Go! Go! The Will Bar is exclusively launching at King of Shaves White Air XSF Extreme Sports Festival 27th - 30th October 2005.

October 27, 2005 -- The Will Bar is not just another (yawn :-0) energy bar, it is the world's first 'Body & Mind' bar - an energy bar enhanced with taurine and caffeine to aid mental stimulation as well as replenish energy levels.

Think 'Red Bull' stimulation in a great tasting energy bar!

It comes in one great flavour, Champion's Chocolate (everyone's favourite), and according to W Brands Ltd., eating the Will Bar can improve performance, increase concentration and reaction speed. In fact, caffeine* has been shown in research to make the body more able to use fats as a fuel rather than carbohydrate.

The Will Bar is debuting exclusively at Europe's largest Extreme Sports Festival, the King of Shaves White Air XSF, held between 27th and 30th October on the Isle of Wight, UK. Over 10,000 bars are expected to be sold to, and sampled by, competitors and spectators.

Will King, entrepreneur & founder of King of Shaves and creator of the Will Bar says:

"I'm on the go all the time and wanted to create a nutritionally balanced EMR (Energy/Meal Replacement) Bar with an 'X' factor. I thought about the success of Red Bull in 'mental stimulation', and came up with a tasty, chewy baked energy bar that as well as maintaining vital energy levels, would also help with my mental stimulation, and keep me buzzing!"

He adds:

"The bar had to be much healthier than traditional confectionery products - sorry CON-FAT-ionery products as we call them. The Will Bar is all about Con-FIT-ion - you 'will' be what you eat! Invest in your body and don't short change it - this bar will keep you going and going, and we use the very best ingredients. It's about the same cost as an espresso doppio from Starbucks!"

The Will Bar will officially launch in the UK in Spring 2006, initially from small active sports retailers, surf shops, restaurant chains, gyms, sports clubs and motorway service stations. It will also be available on-line from www.willbar.com for both retailers and consumers.

Two major UK retailers have already expressed considerable interest in the brand.

Ms. Janno Williams-Roberts, Managing Director of W Brands adds:

"I don't want to niche the Will Bars into 'dietary', 'weight management' or 'energy' categories - this is all about creating a brand new 'Body & Mind' Bar 'Con-FIT-ion' micro-category, a product that will sit next to Mars and Snickers confectionery countlines!"

The Will Bar is designed for busy professionals, athletes, and people for whom long term mental stimulation is essential, including lorry and F1 drivers! The company is in early negotiations with a number of health conscious celebrities and sports stars to get their endorsement, including leading British Olympic athletes.

In addition, an 'i-Will' fitness solution designed by one of the UK's leading personal & lifestyle trainers will be available on-line too, adding to the brand's benefits.

The Will Bar is the first product from W Brands Ltd. the company established by Managing Director Ms. Williams-Roberts in May 2005. More 'Will' branded products are expected, including skool cool bars for kids (without caffeine and taurine) as well as a healthy, revitalising Will Drink based around a unique SuperFruit.

Information on the Will Bar can be found at www.willbar.com

W Brands Ltd. website is at www.w-brands.com

Information on King of Shaves White Air XSF may be found at www.whiteair.co.uk

Note to Editors: Caffeine has been shown to increase the use of fat during exercise and was removed from the World Anti-Doping Agency (WADA) prohibited list over 18 months ago. It has been recognised as being a potentially valuable supplement. For more information please refer to page 24, 'Running Fitness', November 2005 (a UK fitness magazine).

Will King, 40, founded KMI, The King of Shaves Company in April 1993. More information at www.shave.com.

Janno Williams-Roberts, 46 was Sales & Marketing Director at KMI until October 2004.

'Will Bar', 'The Body & Mind Bar', 'Where There's A Will Bar There's A Way', 'Con-FAT-ion' and 'Con-FIT-ion' are (c)Copyright W King & W Brands Ltd., October 2005 All Rights Reserved.

'Red Bull', 'Mars', 'Snickers', 'Starbucks' and 'King of Shaves' are registered trademarks or trademarks of the companies that own them. E&OE.

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