Leading Online Diet, Nutrition and Fitness Company to Utilise e-Dialog’s Precision Central™ Platform for Delivering Customized Messages to Subscribers

LONDON and LEXINGTON, Mass., August 11, 2005 – e-Dialog, the proven provider of advanced e-mail marketing solutions, today announced that Tesco Diets, the leading Internet company in the diet, nutrition and fitness categories in the UK and Ireland, has selected e-Dialog’s Precision Central™ platform to deliver relevant, targeted content to Tesco Diet’s growing e-mail subscriber base.
Tesco Diets provides a diverse range of services to its subscribers, enabling them to tailor the most effective diet and nutrition solutions based on their weight loss and dietary needs. Tesco Diet’s Web site contains an abundance of health, fitness and culinary content for users, and its e-mail newsletters offer the latest insight, tips and research to help users stay informed and make the most of their Tesco Diets subscription.

“Our aim is to provide sound, relevant and helpful advice to our members on maintaining a healthy weight, and e-mail communications are a primary vehicle for delivering that guidance and support,” said Alison Henbest, Head of Tesco Diets. “We selected e-Dialog because it not only offers a comprehensive set of tools, but its representatives took the time to understand our business challenges and establish a programme that would meet our near-term goals and long-term commitment to our customers.”

e-Dialog’s Precision Central™ platform provides Tesco Diets with a powerful suite of hosted tools that enables the company to deliver the right message to the right individuals at the right time. Among the valuable features are custom publishing, live proofing, conversion tracking, management of multiple unsubscribe templates, seamless selection of audience lists from multiple sources, mail metering management, spam reporting, integrated data, reporting and analytics, and more. With Precision Central, Tesco Diets can gain more insight into the needs of its customers and can in turn provide more relevant information to them.
"Tesco Diets has done an exceptional job leveraging e-mail to improve its subscribers’ experience, and is an excellent example of how companies that place a premium value on communications with customers can establish and extend momentum in their marketplace," said Simone Barratt, managing director of e-Dialog UK. "We are very excited about the opportunity to help maximise the effectiveness of Tesco Diet’s e-mail marketing channel.”
About Tesco Diets
Since July 2004, Tesco.com Limited has had the exclusive license for eDiets.com in the UK and Ireland under the URLs, www.Tescodiets.com and www.Tescodiets.ie.

eDiets.com (NASDAQ:DIET) is the highly successful online subscription weight loss company based in Florida USA. It is the leading online diet, fitness and motivation destination with over 1.6 million paid subscribers and 13 million on its newsletter list with over 4.5 million combined pounds lost.

Tesco Diets offers 14 personalised online programs including the Atkins Nutritional Approach™, Type 2 Diabetes, Low Fat, and Cholesterol-Lowering plans.

Members choose a plan and complete a personal profile questionnaire to determine how to best tailor the programme for their unique needs. Each meal plan is custom-tailored for the member's distinct food preferences and lifestyle, and personalised shopping lists are provided. To ensure success, members have 24/7/365 access to Tesco Diets' "Support Central" through which they can garner real-time motivation and support from staff experts and member peers. The company also publishes a personalized online interactive magazine, along with a family of industry-leading electronic newsletters.

About e-Dialog
Established in 1997, e-Dialog is a proven provider of advanced e-mail marketing technologies, products, strategies and services for permission-based e-mail marketers. Tesco, Marks & Spencer, FilmFour, the NFL, BMG Music Service, American Eagle Outfitters, TJX, and SmartBargains are just a few of the 60 top marketers that rely on e-Dialog’s flexible solutions to efficiently turn complex customer data into actionable and relevant e-mail campaigns that produce unbeatable results. JupiterResearch ranked e-Dialog a leading e-mail marketing service provider in 2004 based on its value and market suitability, and highlighted its reporting, analytics and deliverability features as strong and comprehensive. With offices in Lexington, Mass., and London, England, e-Dialog is a privately-held company whose investors include Flagship Ventures and Commonwealth Capital. For more information, visit www.e-dialog.com or contact Arthur Sweetser at 781-372-3353 or Nicholas Walsh in the United Kingdom at (+44) 0207 659 2706.

e-Dialog UK Media contact:
Nicholas Walsh
0207 659 2706

Tesco Diets Media contact:
Sam Westcott

Published on: 12:00AM on 11th August 2005