BRAINERD, Minn., July 18 /PRNewswire-FirstCall/ -- In recent winters, outdoor technology firm Nature Vision Inc. has exploded onto the ice fishing scene with breakthrough products such as Buzz Stix ice rods and the Jig-Up tip-up. Last year, their Genz Gold and Silver Series began offering anglers premium ice rod and reel combos at very nice prices.

If their initial entry into the category was an explosion, this year's ice introductions -- including the new Pak System -- may cause an earthquake. The Pak System represents an entirely new category within the ice fishing industry -- gear that caters to the budget-minded angler who also likes to stay mobile. There exists an entire armada of ice anglers who don't yet have the products they need to do the job -- fishermen in fringe ice states that see only limited ice each winter (Colorado, Illinois, Iowa, Wyoming, Ohio, all New England, etc.); people who don't own a large SUV, snowmobile or ATV; those who fish waters accessible only by foot.

The system begins with the Pak Shack -- a super comfortable and roomy, yet packable ice shelter that sets up in seconds and stows neatly into a complementary shoulder bag. Retailing at just under $100, the Pak Shack is an ice shelter that will in reality, become a staple of hardcore and part-time ice anglers alike. Next, the Pak Sled is the first completely collapsible ice gear sled that pulls like a feather, even when loaded with all the essentials for a day of fishing -- auger, electronics, bait, tackle and more. Unassembled, the Pak Sled rolls up and stores neatly into a shoulder bag. Perhaps most important, both the Pak Shack and Pak Sled fit easily into the trunk of a small car -- allowing previously restricted anglers to access ice almost anywhere.

The final member of the Pak System, the Pak Stix, is the first-of-its-kind telescoping ice rod and reel. Both the 24-inch Ultralight and 38-inch Predator collapse down to a size that fits perfectly into a zippered neoprene carrying case. The case also includes a small tackle box that slips into an interior pocket. Pak Stix will likely be very popular among the crowds of anglers who travel into wilderness lakes, such as lake trout waters in the Canadian Shield, during ensuing winters. These rods let anglers travel lightly into all these remote lakes and more, without sacrificing an ounce in rod and reel quality.

Beyond the revolutionary Pak System, Nature Vision's other 2006-07 ice introductions include the VPG depthfinder, Aqua Vu-Scout 2 and DVR, as well as the enhanced Jig-Up and Genz Stix. All these products and more are showcased in Nature Vision's new Ice Fishing DVD, "The Revolution Continues."

About Nature Vision Inc.

Nature Vision is a leading outdoor recreation company that continues to reinvent the outdoor experience with innovative, top-quality products. The company designs, manufactures and markets a portfolio of winning brands across two categories: Outdoor Recreation and Photography, Audio-Visual peripheral equipment. Brand names include, Aqua-Vu, Genz Stix, Buzz Stix, Game-Vu, Well-Vu, Vaddio, Norman, Lindahl and Camerz. The company has 2 domestic locations, employs approximately 70 people and reported annual sales of $24.3 million in 2005.

Visit Nature Vision online at http://www.naturevisioninc.com/ . Safe Harbor Statement

Certain matters discussed in this press release are "forward-looking statements," intended to qualify for the safe harbors from liability established by the Private Securities Litigation Reform Act of 1995. Statements other than statements of historical fact are considered forward-looking statements. Such forward-looking statements are subject to certain risks and uncertainties, which could cause actual results or outcomes to differ materially from those currently anticipated. Factors that could affect actual results or outcomes include changes in consumer spending patterns; the Company's success in implementing its strategic plan, including its focus on innovation; actions of companies that compete with the Company; the Company's success in managing inventory; movements in foreign currencies or interest rates; the success of suppliers and customers; the ability of the Company to deploy its capital successfully; adverse weather conditions; and other risks and uncertainties identified in the Company's filings with the Securities and Exchange Commission. Shareholders, potential investors and other readers are urged to consider these factors in evaluating the forward- looking statements and are cautioned not to place undue reliance on such forward-looking statements. The forward-looking statements included herein are only made as of the date of this press release and the Company undertakes no obligation to publicly update such forward-looking statements to reflect subsequent events or circumstances.

CONTACT: Michael R. Day of Nature Vision Inc., +1-218-825-0733

Web site: http://www.naturevisioninc.com/