FITT Highway Products Inc. (OTCBB: FHWY) (the “Company”) has announced that F.I.T.T. Energy Products, Inc (F.I.T.T.), its operating partner under an Operating Agreement, will nationally launch its new Direct Response TV (“DRTV”) 60-second commercial for “F.I.T.T. Energy With Resveratrol” energy shots during the week of October 25, 2010. This commercial may be viewed at http://www.throwafitt.com.

F.I.T.T. retained Euro RSCG Edge (“Euro”) http://www.eurorscgedge.com, through capital it raised independent of the Company, to develop the new DRTV commercial, as well as assist with other marketing services. Euro is an award-winning agency with a proven track record of helping clients succeed. They are an integrated agency that coordinates with every media channel while being a creative powerhouse that embraces data and analytics. Euro was chosen by F.I.T.T. because they are a passionate partner that is committed to giving clients more for less. Their edge comes from a media-agnostic results-oriented approach, supported by their wealth of assets and capabilities. They have more than 325 integrated marketing experts from offices in Boston, London, Los Angeles, Portland, Salt Lake City, and San Diego, each providing local client service and targeted network specialties. Euro is a leading provider in DRTV (Direct Response TV) media planning and buying services, fueled by VantEdge Point, which is their proprietary DRTV response database with over 20 years of historical data. Euro has full-service digital and online marketing capabilities, DRTV creative and production services, in-house editing and sound stage, and has 20 consecutive years of growth as a member of Euro RSCG Worldwide, which is owned by HAVAS.

About FITT Highway Products, Inc.

FITT Highway Products, Inc. is a brand management company that coordinated the development of a line of energy shots. FITT Highway Products, Inc. stock is publicly under the ticker symbol FHWY.OB. On August 12, 2010, as disclosed in its second quarter 2010 10-Q filing, the Company entered into an Operating Agreement with F.I.T.T., a Nevada corporation owned by our CEO, management and new investors, which recently commenced operations. Under the terms of the Operating Agreement, F.I.T.T. will perform certain operating services for the Company, including among other things, selling, marketing, producing and distributing the “F.I.T.T. Energy Shot With Resveratrol” energy shots, and will pay all costs and expenses involved with performing these services including raising the requisite capital for F.I.T.T. operations. In addition, F.I.T.T. will pay the Company a royalty of $0.05 for each energy shot sold.

This document contains “forward-looking statements” related to future events. Forward-looking statements often address our expected future business and financial performance, and often contain words such as “expects,” “anticipates,” “intends,” plans,” “believes,” “seeks,” or “will.” Forward-looking statements by their nature address matters that are uncertain. Particular uncertainties which could adversely or positively affect our future results include: consumer tastes, availability of production, liquidity, general economic conditions, and the activities of competitors. These uncertainties may cause our actual future results to be materially different than those expressed in our forward-looking statements. We do not undertake to update our forward-looking statements.