I think Roy is going a different direction. That is why I suggested calling and researching the people he is partnering with. Maybe they can shed some insight into what is going on. I believe all of the WOB franchises are now traded under the HVCW symbol, I'm not sure on that. Maybe there is some info at that message board that will assist you.
I personally think Attitude Drinks is done. For Roy to be involved in a new venture he must have sold the company because he has no money. He has nothing. Why would someone partner with him unless he had some money to bring into the new venture. I don't know if Gratitude Foods will trade under the ATTD symbol or not.
All we can do is speculate at this point. Until we get some filings we know nothing unless we can find someone willing to talk.