Pro-Formula Laboratories Retains TransMedia Group To Educate Consumers About Electrolytes - The Power Source Of Cells PR Newswire -- March 18, 2002 BOCA RATON, Fla., March 18 /PRNewswire/ -- Pro-Formula Laboratories, Inc., a leading supplier of nutritional supplements for high-performance horses, announced today that it has retained the TransMedia Group to let the public know what top horse trainers, elite athletes and fitness gurus already know -- the power of electrolytes. The Fort Lauderdale-based company, top supplier of electrolytes to the horse racing industry, is expanding its marketing and promotion to human consumers missing out on the life-giving benefits derived from electrolyte supplements. The company has produced Lyte Now, an oral electrolyte paste that provides minerals lost through exercise, improper dieting, stress and perspiration, thus preventing dehydration, muscle cramps, heat stress and exhaustion. "Energy, balance and endurance is important for everyone whether they're competing in the Kentucky Derby or the Tour de France or simply working out at their local gym and participating in their local community 10K," said TransMedia Chairman Tom Madden. "Athletes at the top of their sport already know what to do to replenish themselves -- they reward their bodies with electrolyte supplements. Our campaign will take that knowledge to homes, gyms and fitness centers across the country." All-natural Lyte Now contains essential minerals known as electrolytes mined from a 2,000-acre mineral deposit in the westernmost region of the Great Basin in Nevada. Electrolytes are mineral salts such as sodium, magnesium, calcium and potassium that help cells function normally. They are essential to forming new body tissue, making muscle action possible, triggering nerve functions, transferring energy within cells and maintaining the body's fluid balance to prevent dehydration. "Without electrolytes, the power source of our cells, our ability to function properly is extremely impaired," said Dr. Leonard Cohn, President of Pro-Formula Laboratories. "Lyte Now, which is absorbed into the body in a matter of minutes, provides energy and stamina and speeds up the recovery process from exercise by quickly replacing essential minerals. It's ideal before, during and after training and events." TransMedia Group is South Florida's preeminent independent public relations firm. It is the largest PR firm in Palm Beach County and one of the fastest-growing independent PR firms in the U.S. TransMedia's national and international PR campaigns continually win awards and receive praise from PRWEEK, O'DWYER'S and other industry publications. Contact: Angel Streeter, +1-561-750-9800, ext. 21, or astreeter@transmediagroup.com