DENVER, CO--(Marketwire - Jan 30, 2012) - The Pulse Beverage Corporation (OTCBB: [ PLSB ]) ("Pulse" or the "Company"), makers of Cabana™ 100% Natural Lemonades and Pulse® NutriPurpose™ brand of beverages today announced that it has entered into its first convenience store ("C-Store") Manufacturer to Retailer Direct Agreement with Toot'n Totum Food Stores ("TnT") of Amarillo, Texas. TnT has 61 C-Stores located in Amarillo, Texas and 1 in Borger, Texas. The first shipment of Cabana™ 100% Natural Lemonade has reached the TnT distribution warehouse. TnT C-Stores contain fuel islands, ready-to-eat foods, grocery items and fountain areas. In-store services include Mr. Payroll Check Cashing, Texas Lottery and Car Care Centers.

Paddy Sheya, VP and National Sales Manager of Pulse, said, "We are very excited about Cabana being placed into the Toot'n Totum C-Store chain, Toot'n Totum is a very influential retailer for West Texas.

Details of the Company's business and agreements can be found as part of the Company's continuous public disclosure as a reporting issuer under the Securities Exchange Act of 1934 filed with the Securities and Exchange Commission's ("SEC") EDGAR database.

PULSE^® and PULSE: NUTRITION MADE SIMPLE^® are registered trademarks of The Pulse Beverage Corporation.

About The Pulse Beverage Corporation (OTCBB: [ PLSB ])

The Pulse Beverage Corporation is an emerging growth company that manufactures, distributes and markets Cabana™ 100% Natural Lemonade and is preparing to launch PULSE^® NutriPurpose™ brand of beverages originally developed by a major healthcare company and containing effective ingredients widely considered to be critical to adult health. For more information: [ www.pulsebeverage.com ] or email [ info@pulsebeverage.com ].

Forward-Looking Statements
This news release contains "forward-looking statements". 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 may include, the development of new business opportunities, revenue, profits and results of operations. Actual results could differ from those projected in any forward-looking statements due to the inherent uncertainties associated with new projects. These forward-looking statements are made as of the date of this press 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. 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 quarterly report on Form 10-Q for the quarter ended March 31, 2011.

ON BEHALF OF THE BOARD
The Pulse Beverage Corporation

Robert E. Yates
President & Chief Executive Officer