Sean Moloughney09.01.08
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
Sean Moloughney
Associate Editor
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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. Four boxes—with each containing 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-Kelly, 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-Kelly. “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-Kelly.
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.
“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-Kelly.
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!”
