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Pulse Secures Distribution Through 251 Hy-Vee Food Stores' Supermarkets and Convenience Stores in Eight Midwest States


March 7, 2012 - DENVER, CO

The Pulse Beverage Corporation (OTCBB: PLSB) ("Pulse"), makers of Cabana™ 100% Natural Lemonade and Pulse® NutriPurpose™ brand beverages, today announced that it has entered into its first major supermarket chain distribution agreement with Hy-Vee Food Stores' specialty food supplier, Lomar Distributing Inc. The initial products to be found at Hy-Vee are the Cabana™ 100% Natural Lemonades and they are expected to roll out in stores starting in March.

Hy-Vee has established a distribution system that secures the highest quality merchandise and transports it quickly and efficiently to its customers through distributors such as Lomar Distributing, Inc. which distributes Hy-Vee's specialty foods such as Cabana 100% Natural Lemonade. Hy-Vee, with $6.9 billion in sales, ranks among the top 20 supermarket chains, second-largest employee-owned company and the 48th largest private company in the United States and is the largest private employer in Iowa. Hy-Vee was founded in Iowa in 1930 and has continually expanded its supermarkets into Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota and Wisconsin. Hy-Vee focuses on healthy lifestyles and created the private label "HealthMarket" and provides its customers with in-store dieticians. Hy-Vee has won industry awards for its promotion of healthy lifestyles.

Bob Yates, CEO of Pulse, said, "Hy-Vee's promotion of healthy lifestyles and strategic position in the Midwest fits perfectly with our vision, our 'good-for-you' beverages, and leverages the great traction we are getting in the Midwest with recently announced distribution agreements. It will also represent the first large supermarket chain that our flagship product Pulse® NutriPurpose™ will be 'red-carpet' distributed through later this spring."

About The Pulse Beverage Corporation

The Pulse Beverage Corporation is an emerging growth beverage company that manufactures and distributes Cabana™ 100% Natural Lemonade and is preparing to "red carpet" its flagship beverage product PULSE® NutriPurpose™ originally developed by a major healthcare company. For more information: www.pulsebeverage.com or email info@pulsebeverage.com.

Forward-Looking Statements
This news release contains "forward-looking statements" as that term is defined in Section 27A of the United States Securities Act of 1933, as amended and Section 21E of the Securities Exchange Act of 1934, as amended. Statements in this press release which are not purely historical are forward-looking statements and include any statements regarding beliefs, plans, expectations or intentions regarding the future. Such forward-looking statements include, among other things, regulatory incentives, the development of new business opportunities, and projected costs, revenue, profits and results operations. Actual results could differ from those projected in any forward-looking statements due to numerous factors. Such factors include, among others, the inherent uncertainties associated with new projects and development stage companies. These forward-looking statements are made as of the date of this news release, and we assume no obligation to update the forward-looking statements, or to update the reasons why actual results could differ from those projected in the forward-looking statements. Although we believe that any beliefs, plans, expectations and intentions contained in this press release are reasonable, there can be no assurance that any such beliefs, plans, expectations or intentions will prove to be accurate. Investors should consult all of the information set forth herein and should also refer to the risk factors disclosure outlined in our annual report on Form 10-K for the most recent fiscal year, our quarterly reports on Form 10-Q and other periodic reports filed from time-to-time with the Securities and Exchange Commission.

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Shareholder Relations:
Martin E. Janis & Company, Inc.
877-302-6404
investors@pulsebeverage.com
www.pulsebeverage.com

Investor and Broker Relations:
Acorn Management Partners LLC
Lance A. Beckham
678-368-4012
lbeckham@acornmanagementpartners.com

Media and Research Analysts:
Bev Jedynak
312-943-1123
bjedynak@janispr.com

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