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Seagal brings Pure Force

This article was originally published in The Tan Sheet

Executive Summary

Aikido black-belt, action movie star and singer/songwriter Steven Seagal "now can add 'nutritional bar formulator' to his list of talents," according to Steven Seagal Enterprises, marketer of Pure Force Energy Bar. Launching in nutrition and health food stores in early 2005, the bars feature antioxidant-containing goji berry, American white ginseng and green tea. According to the firm, Seagal "discovered the Tibetan Goji berry while researching antioxidants in Mongolia." The 170-calorie bar will retail for $1.99 or less, SSE says, and in packs of six with a DVD of "Path Beyond Thought," a documentary featuring Seagal performing aikido for $9.99. The bars come in chocolate fudge and chocolate peanut butter flavors. Planned extensions include nutritional beverages and new flavors...

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