Viastar Holdings Inc. entered into negotiations Friday to buy Ultimatebody Inc., a direct response marketer of sports and nutrition products.
All4 Entertainment, a Viastar division, is working on an infomercial to promote Ultimatebody products. The infomercial will be co-produced with DRTV production agency In-Finn-Ity Direct.
The company projected that the infomercial, titled “The Ultimate Cooking Show,” will generate about $25 million in sales in its first-year run on national broadcast and cable television. Ultimatebody products include nutritional bars, shakes and supplements, and fitness and exercise videos.
Further information on the pending negotiations was not disclosed. Viastar Holdings, Carlsbad, CA, is a media and entertainment holding company.