Chocolate milk with brain-health nutrient stands first in class



    Canadian children get less than 25% of nutrient that's vital for brain
    development

    GEORGETOWN, ON, Oct. 12 /CNW/ - Neilson Dairy announced today it is
introducing fresh chocolate milk with DHA (docosahexaenoic acid) to provide
consumers with a taste option and a convenient new way to increase their daily
consumption of DHA, the most important omega-3 fatty acid. Marketed as
Neilson Dairy Oh! Chocolate Milk(TM), it is produced with 1% partly skimmed
fresh milk that naturally contains DHA.
    Launched in 2004, Neilson Dairy Oh!(TM) is the world's first and only
milk to naturally contain DHA. Within six months of its introduction, consumer
demand for Neilson Dairy Oh! rocketed the brand to number one spot in the
omega-3 value-added milk category(1). Today, Neilson Dairy Oh! continues to
dominate the omega-3 value-added milk category, commanding a 90% share of
total volume(2).
    DHA is physiologically essential for the development and maintenance of
the brain, from the third trimester of pregnancy to old age. Diet is the only
source of DHA, which the body cannot produce on its own. Research shows that
Canadians are seriously lacking in DHA.
    Judy McCrie, Vice President and General Manager, Neilson Dairy, said:
"Canadian children consume more than half of all chocolate milk servings(3).
Our aim with Neilson Dairy Oh! Chocolate Milk is to increase their daily
intake of DHA by making it available in another food they enjoy. This advances
our mission to nourish young minds and bodies.
    "The success of Neilson Dairy Oh! over the past three years demonstrates
clearly that consumers care about brain development in their children and the
maintenance of their own brain health. Neilson Dairy Oh! Chocolate Milk offers
them a flavour option."
    Canadian children aged two to four years have a mean average daily intake
of only 17 mg of DHA a day. This is less than one third of the 70 mg adequate
daily intake of DHA plus EPA (ecosapentaenoic acid omega-3 fatty acid)
recommended by the Institute of Medicine (IOM), National Academy of Sciences.
    One 250-mL serving of Neilson Dairy Oh! Chocolate Milk contains 10 mg of
DHA. With just two 250-mL servings a day of Neilson Dairy Oh! fresh milk or
fresh chocolate milk, a child's daily intake of DHA can be more than doubled
to provide more than half the adequate daily intake recommended by the IOM.
    Dietitians of Canada states: "Chocolate milk provides the same
15 essential nutrients as white milk. With no more sugar than a glass of
unsweetened fruit juice, and no more caffeine than a cup of decaffeinated
coffee, chocolate milk made with fresh cows' milk is an excellent choice ....
It's a low fat, nutrient-rich choice"(4).
    People of all ages should consume at least 500 mL or two cups of milk a
day. Pregnant or breast-feeding mothers, need two 250-mL servings a day and
may choose another one or two 250-mL servings to meet their higher energy
needs(5).
    Canadian adults consume an average of 78 mg of DHA a day. This is less
than the adequate daily intake of DHA plus EPA of 110 mg for women and 160 mg
for men recommended by the IOM.
    Carol Harrison, Registered Dietitian, said: "Kids love chocolate milk and
parents need to know that Neilson Dairy Oh! Chocolate Milk, the only chocolate
milk that contains DHA, is a healthy choice. It delivers all the goodness of
regular milk, plus the brain development benefits of DHA. Young children,
pregnant and breastfeeding moms often do not get enough DHA. In Dairy Oh!
Chocolate Milk, Neilson is providing us all with a tasty way to add more DHA
to our diets."
    Prior to the introduction of Neilson Dairy Oh!, the common direct dietary
source of DHA was coldwater fish, such as salmon, mackerel, sardines, herring,
cod, halibut and canned white tuna. Omega-3 eggs also contain DHA.
    Production of fresh milk containing DHA is made possible by a
groundbreaking, patented process developed at the University of Guelph.
    Neilson Dairy Oh! Chocolate Milk tastes the same as regular chocolate
milk. Sold in the 2L carton, it is available at Loblaws, No Frills, Zehr's,
Real Canadian Super Stores, Fortinos, Sobeys and Price Chopper in Ontario.
    In Ontario, Neilson Dairy Oh! is available in 1%, 2% and homogenized in
4L bags and 2L cartons; 2% is also available in the lunch-box size 325-mL
single-serve resealable plastic bottle. Neilson Dairy Oh! is sold in the same
stores as Neilson Dairy Oh! Chocolate Milk.
    In Québec, Neilson Oh! Lait(TM), available in 2% and homogenized, is sold
in 2L cartons at Provigo.

    William Neilson Limited, founded in 1893, manufactures and distributes
fresh milk and dairy products and is a subsidiary of George Weston Limited.
Neilson Dairy is dedicated to providing Canadians with healthful, high quality
dairy products.
    For more information about Neilson Dairy Oh!, please visit
www.dairyoh.com. For information about William Neilson Limited, please visit
http://www.neilsondairy.com

    
    ---------------------------
    (1) ACNeilsen
    (2) ACNeilsen
    (3) Dairy Farmers of Canada: Chocolate Milk Study
    (4) www.dietitians.ca
    (5) http://www.hc-sc.gc.ca/fn-an/food-guide-aliment/index_e.html
        Choosing Foods/Milk and Alternatives/How Many Food Guide Servings do
        I need?
    

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/




For further information:

For further information: Scott Fry, HealthComm, (905) 206-1025 x 227;
Shari Schwartz, HealthComm, (416) 648-0694

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