Dempster's Smart 100% Whole Grain Wheat Bread Launched With Life'sDHA

Smart 100% Whole Grain Wheat is sold under the Dempster's brand in Ontario and Western Canada, under the POM brand in Quebec and under the Ben's Bakery brand in Atlantic Canada.

Martek Biosciences manufacturer of life'sDHA, announced that Canada Bread Company, Limited, has launched Canada's first bread product featuring life'sDHA, a patented, vegetarian form of DHA omega-3 for brain, eye and heart health. The first and only Canadian bread with vegetarian DHA, new Dempster's Smart 100% Whole Grain Wheat is a 100% percent whole grain product that is a source of 13 essential nutrients and is also a source of fiber with 4g of fiber per two slices.

"Martek is pleased to be working with Canada's largest bread company to provide the important benefits of life'sDHA in a nutritionally balanced product that consumers already know and trust," said David Abramson, president of Martek Biosciences. "The average consumer does not consume nearly enough DHA, but Dempster's Smart 100% Whole Grain Wheat will help change this by offering a convenient, vegetarian and quality source of this important nutrient."

"We're proud to bring Canadians Dempster's Smart 100% Whole Grain Wheat. It is the only whole grain bread designed especially for kids, delivering both great taste and nutrition. It is also the first bread product in Canada to contain a vegetarian source of omega-3 DHA," said Andrew Pollock, vice president of marketing for Canada Bread.

Available at major retailers across Canada, all Dempster's Smart 100% Whole Grain Wheat packaging and promotional materials will feature life'sDHA branding. Smart 100% Whole Grain Wheat is sold under the Dempster's brand in Ontario and Western Canada, under the POM brand in Quebec and under the Ben's Bakery brand in Atlantic Canada.

DHA (docosahexaenoic acid) omega-3 is a long-chain omega-3 fatty acid that serves as a primary building block for the brain and the eyes and supports brain, eye and cardiovascular health throughout life. DHA is particularly important during early childhood. Between birth and five years of age, the human brain increases approximately 3.5 times in mass. It is important that children consume adequate amounts of DHA in their diet to support this period of rapid brain and eye growth and development.

There also is a large and growing body of scientific evidence demonstrating that people of all ages, from infants to aging adults, benefit from an adequate supply of DHA omega-3 in their diets. Scientific reviews have noted the importance of DHA omega-3 in proper brain and eye development and function, and there are clinical studies underway to evaluate its role in decreasing the prevalence of certain neurological disorders.

"Omega-3 fatty acids are thought to play a particularly key role in children's eye and brain development, not to mention have a strong association with heart health. With a body of evidence that seems to be growing nearly as rapidly as children do, there is every reason to believe that including 'good fats' such as DHA in a child's diet is an important step towards promoting good nutrition and overall health. Yet many kids fall short of getting adequate DHA in their daily diet," said Dr. Laura Jana, pediatrician and co-author of Food Fights: Winning the Nutritional Challenges of Parenthood Armed with Insight, Humor, and a Bottle of Ketchup (AAP, 2007). "The creation of great-tasting products that contain life'sDHA, such as Dempster's Smart bread, offer moms a particularly practical way to meet this important dietary challenge."

Fish are often thought to be the only source of DHA omega-3. However, life'sDHA offers a trusted, vegetarian form of DHA that contains no oceanic pollutants and toxins. Fish are good sources of DHA because of the DHA-rich microalgae in their food chain; life'sDHA is derived from microalgae and produced in a government inspected facility from start to finish using a sustainable source that does not deplete ocean resources. life'sDHA has been approved by Health Canada and is found in numerous foods, beverages and supplements for people of all ages.

Martek Biosciences Corporation is a leader in the innovation and development of DHA omega-3 products that promote health and wellness through every stage of life. The company produces life'sDHA, a sustainable and vegetarian source of the omega-3 fatty acid DHA (docosahexaenoic acid), for use in foods, beverages, infant formula, and supplements. The company also produces life'sARA (arachidonic acid), an omega-6 fatty acid, from a sustainable, vegetarian source, for use in infant formula.