NAPLES, FL -- (Marketwire) -- 09/07/10 -- Innovative Food Holdings, Inc. (OTCBB: IVFH), a marketer and purveyor of premium gourmet food products to professional chefs and to the gourmet consumer market throughout the United States, announced today the formal launch of the company's new line of branded molecular gastronomy products. The new line of products is now being sold under the Artistre' label in both the retail and foodservice markets.

Molecular Gastronomy is the art combining the physical and chemical processes that occur while cooking to create exciting and unique creations. The Molecular Gastronomy area is considered to be an exciting and bold area within the culinary community and incorporates some of the more cutting edge and new techniques within the culinolgy space.

The company is also pleased to announce that has launched a website targeting the Artistre' product line and the molecular gastronomy market in general. The new website includes comprehensive information about molecular gastronomy and the company anticipates further adding additional features and resources to the website including videos, tutorials, expanded recipes and expanded social media features related to molecular gastronomy.

The new website can be found at www.Artistre.info and Artistre' products are now currently available through all of Innovative Food Holdings sales channels including via retail at both www.forthegourmet.com and by clicking on the following link at http://www.amazon.com/.

Justin Wiernesz, President of Innovative Food Holdings, commented:

"The Artistre' launch is very exciting for us both as a company and for our team of Chefs, who not only use the Artistre' products but also helped develop the line. The initial response from Chefs to the Artistre' brand has been overwhelmingly positive. Furthermore, I believe the company has reached an important milestone with the launch of its own signature line of products within the molecular gastronomy space. I am confident that there are additional opportunities for further expansion of company owned branded products within a variety select product lines in the culinary and foodservice space."

About Innovative Food Holdings:

Innovative Food Holdings, Inc., through its wholly owned subsidiaries, is in the business of marketing and selling high quality gourmet food.

Food Innovations, Inc.

Food Innovations, Inc., in partnership with one of the largest Foodservice distributors in the Unites States, provides over 3,800 of the highest quality gourmet food products to professional chefs throughout the United States. To learn more, visit the Food Innovations website at www.foodinno.com. Food Innovations is a wholly owned subsidiary of Innovative Food Holdings, Inc.

For The Gourmet Inc.

Through its website, and through additional sales channels, For The Gourmet Inc. provides the highest quality gourmet food products to the retail consumer market under the For The Gourmet line at www.forthegourmet.com and to the professional chef market under the For The Gourmet Pro line. To learn more, visit the For The Gourmet website at http://www.forthegourmet.com/. For The Gourmet Inc. is a wholly owned subsidiary of Innovative Food Holdings, Inc.

This release contains certain forward-looking statements and information relating to Innovative Food Holdings, Inc. (the "Company") that are based on the beliefs of the Company's management, as well as assumptions made by, and information currently available to, the Company. Such statements reflect the current views of the Company with respect to future events and are subject to certain assumptions, including those described in this release. Should one or more of these underlying assumptions prove incorrect, actual results may vary materially from those described herein as should, could, anticipate, believe, intend, potential, appear or expect. The Company does not intend to update these forward-looking statements.