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Kellogg's Makes 'Smart' Move into Brain Health

Food giant has launched a new line of brain health bars using Martek's

life'sDHA.

By

Moloughney

Associate Editor

Nearly four years after signing a supply agreement with Columbia,

MD-based Martek Biosciences, Kellogg's Co., Battle Creek, MI, has

launched Live Bright Brain Health Bars, its first product to contain

Martek's patented, vegetarian life'sDHA ingredient.

Available in Dark Chocolate Vanilla and Double Chocolate flavors, each

bar contains 100 mg of omega 3 DHA and can be purchased online through

Amazon.com. A box of four 4.9-ounce bars is available for about $16.

" There are plans to launch them in major retail stores in select areas, "

according to Martek spokesperson, Cassandra France-, who could not

offer details.

The Dark Chocolate Vanilla variety contains 2 grams of dietary fiber, 14

grams of sugar and 6 grams of protein, while the Double Chocolate flavor

contains 3 grams of dietary fiber, 15 grams of sugar and 6 grams of

protein. Each bar also contains 5 grams of fat and 3.5 grams of

saturated fat (18% DV).

" Since the supply deal, Martek continues to work with and enjoy a great

relationship with Kellogg and we are pleased to see this product

launch, " said Ms. France-. " Martek works with many food, beverage

and supplement customers, but we make no final decisions about product

development, formulation or marketing. We believe that brain health

remains a top concern today for Baby Boomers, and today's environment

represents an opportunity for Kellogg to play a role in helping to

support brain health. "

Adam Ismail, executive director of the Global Organization for EPA and

DHA Omega 3 (GOED), said, " There seems to be a lot of momentum behind

brain health products right now. I think companies are leveraging the

strong science behind DHA. "

While there are no recommended daily intake levels for EPA and DHA,

clinical research correlates these essential nutrients with increased

cognitive function. A company can claim a product is an " excellent

source " of omega 3s if it contains at least 32 mg EPA/DHA.

With about 15-20 nutrition bars that contain EPA and DHA currently on

the market, Mr. Ismail said a few of these contain as much as 200 mg and

500 mg of EPA/DHA. However, he said 100 mg is still " a fairly

substantial amount, " considering a standard fish oil capsule contains

about 120 mg DHA. Bellybar, from Palo Alto, CA-based NutraBella contains

50 mg of omega 3 DHA from Martek's life'sDHA.

" Kellogg's Live Bright Brain Health Bars contain five times more than

most Americans consume each day (as supported by CSFII Survey 1989-1991

and NHANES 1999-2002) in a convenient and great-tasting snack bar, " said

Ms. France-.

As more and more people look to include omega 3s in their diet, Mr.

Ismail said he expects products containing brain-health-enhancing

ingredients to continue making their way to market.

Other big brand names that offer products containing Martek's life'sDHA,

include Coca-Cola's Minute Maid Enhanced Pomegranate Blueberry Juice,

Horizon Organic Milk and Yoplait yogurts from General Mills.

Mr. Ismail said he is interested to see how Kellogg's supports its Live

Bright brand and if it rolls out additional products in the near future.

Kellogg's hopes its latest functional food line will fare better than

its failed " Ensemble " functional food line, which launched in November

1999 and featured psyllium fiber as a " cholesterol-lowering " ingredient

in seven product categories, including frozen entrees, bread, dry pasta,

ready-to-eat cereal, baked potato crisps, frozen breakfast/dessert

mini-loaves and cookies.

" I think they probably learned a lot of lessons " from the unsuccessful

Ensemble line, Mr. Ismail said of Kellogg's. " It will be interesting to

see how they support this brand. "

Kellogg's has been promoting its new product through HouseParty.com,

which allows consumers across the country to throw parties centered

around an " exclusive brand experience. " Kellogg's is offering those who

sign up to host a Live Bright House Party on Saturday, Sept. 20 a " Party

Pack " that includes 15 boxes of each Live Bright flavor, coupons and

other giveaways.

However, several questions still remain. For instance, will consumers

fork over $4 for a 4.9-ounce nutrition bar, especially as the economy

continues to struggle?

" These bars represent a new option for consumers to get a meaningful

amount of DHA in their diet from a convenient bar, so we expect consumer

response to be positive, " said Ms. France-

Out of 241 customer reviews posted on Amazon.com, the majority (73) gave

the product four stars, while 71 gave it three stars, 45 gave five

stars, 32 gave two stars, and 20 gave it just one star.

Among the chief criticisms consumers offered: high sugar and saturated

fat. Many lauded the bar's taste, but as one reviewer noted, " The taste

was not remarkable enough to make me want to buy them. "

However, another writes: " They sure beat a fish pill! Great to pop in

your purse or while traveling. No weird chocolate aftertaste either. My

only complaint? I'd like to have more than four in a box! "

S. Kalman PhD, RD, CCRC, FACN

Miami Research Associates

Director, Nutrition & Applied Clinical Research

6141 Sunset Drive #301

Miami, FL. 33143

(fax)

www.miamiresearch.com <http://www.miamiresearch.com>