Wonder+ introduces Canada's first and only sliced bread with omega-3 DHA

    Wonder+ Headstart delivers 15mg of omega-3 DHA in every serving:
    A delicious and nutritious way to help give a big head start to
    little brains

    TORONTO, Feb. 13 /CNW/ - Weston Bakeries Ltd. today introduced Wonder+
Headstart 100% Whole Wheat bread with the added benefits of omega-3 DHA, one
of the most important nutrients to include in a child's diet.
    "Wonder+ Headstart is Canada's first and only 100% whole wheat sliced
bread enriched with omega-3 DHA - a nutrient that helps give a big head start
to little brains," says Craig Hutchison, Vice President of Marketing and Sales
at Weston Bakeries. "Headstart is a proud addition to the Wonder+ 100% whole
wheat bread family and it builds on our continued commitment to providing
nutritious and delicious bakery products to Canadian children."
    Omega-3 DHA or 'docosahexaenoic acid' is a type of polyunsaturated fat
which contributes to the normal development of the brain, the eyes and the
nerves, and has also been linked to improved learning and visual abilities in
children. Because the body produces very little omega-3 DHA, it's important to
get this fat from the foods we eat.
    According to the DHA/EPA Omega-3 Institute, young children are receiving
just 19 mg of DHA per day. Although no official Canadian recommended daily
intake (RDI) has been established, the Food and Nutrition Board of the
Institute of Medicine (National Academy of Sciences, U.S.A.) suggests that
children between one and eight years of age consume at least 70 mg of omega-3
DHA and EPA(1) (eicosapentaenoic acid) per day. Every serving (two slices) of
Wonder+ Headstart 100% Whole Wheat sliced bread contains 15 mg of omega-3 DHA.

    Survey reveals omega-3 DHA awareness high, consumption low

    According to the Wonder+ Omega-3 Report, a survey conducted by Angus Reid
Strategies on behalf of Wonder+ Headstart, most Canadian parents of children
under the age of 14 are aware of the importance of omega-3 DHA in their
child's diet - but admit their kids just aren't eating enough.
    Nearly eight in ten Canadian parents (77%) believe that it's important
that their children consume omega-3 DHA as part of their daily diet; a further
76% are aware that omega-3 DHA intake can contribute to the normal development
of a child's brain.
    Despite this, fewer than four in ten Canadians (38%) say their children
are consuming enough omega-3 DHA. More than half (54%) of all Canadian parents
surveyed reveal that they don't know of any convenient ways to include it in
their children's diet. This is consistent with scientific research that shows
children are lacking in DHA(2).

    Wonder+ Headstart provides convenient new omega-3 DHA choice for parents

    Fatty fish such as salmon, tuna, mackerel and trout are some of the foods
naturally rich in omega-3 DHA. While Canada's Food Guide recommends at least
two servings of fish each week, the survey reveals that one in four Canadian
children under the age of 14 (26%) consume fish only once a month. Further,
28% do not eat fish at all - making it vital that children consume food
products fortified with omega-3 DHA.
    "The research around the health benefits of omega-3 DHA is exciting!"
says RD/Nutrition Consultant, Sue Mah. "Since it is difficult to get kids to
eat foods naturally rich in omega-3 DHA such as fish, offer them foods they
love enriched with omega-3 DHA."
    Wonder+ Headstart provides parents and kids with a convenient and great
tasting way to increase their consumption of omega-3 DHA - every day. Parents
can also look for a variety of omega-3 fortified foods available in the
grocery store including staples such as milk, yogurt, orange juice, margarine
and eggs.
    Wonder+ Headstart contains MEG-3(R) omega-3 powder, from Canada's Ocean
Nutrition - a global leader in omega-3 DHA nutrition.

    Wonder+, investing in Canadian children

    Part of a complete childhood for more than 75 years, Wonder+ supports the
well-being and development of Canadian children through the delivery of
good-tasting, nutritious bakery products and significant investments in sport
and fitness programs - at the school, community and national levels.
    Weston Bakeries, under the Wonder+ brand, is an official supplier to the
Vancouver 2010 Olympic and Paralympic Winter Games and is a proud supporter of
ParticipACTION, the national not-for-profit organization that aims to inspire
Canadians to move more.
    Wonder+ also supports elementary school fitness through one of the
largest National fitness programs, the Wonder+ Fresh Fitness Challenge, a
program that encourages daily physical activity in the classroom. Finally,
building on the brand's commitment to communities, Wonder recently launched
the Dreams Begin with Play program, a community investment fund that supports
active lifestyles and play.
    More information can be found by visiting www.wonderheadstart.ca

    About the Survey

    The Wonder+ Omega-3 Report survey was commissioned by Wonder+ Headstart
and completed by Angus Reid Strategies between January 7 and January 24, 2008.
A randomly-selected, representative sample of 566 Canadian parents with
children under the age of 14 participated in this online survey. Results are
considered accurate to within a margin of error of +/-4.1%, 19 times out of
20. The results have been statistically weighted according to Statistics
Canada's most current age, gender and region Census data. Discrepancies in or
between totals are due to rounding.

    About Weston Foods (Canada) Inc.

    Weston Foods (Canada) Inc. is a subsidiary of George Weston Limited, a
Canadian public company and is one of North America's leading food processing
and distribution companies. Weston Bakeries Limited is one of Canada's leading
bakeries with a number of well-known bakery brands including Wonder(R),
Country Harvest(R), D'Italiano(R), Thomas'(R) and Weston(R).

    (R) Weston Bakeries Limited, Licensee of the trademarks.

    (1) DHA (docosahexaenoic acid) and EPA (eicosapentaenoic acid) are two of
        the three principal fatty acids belonging to the family of essential
        nutrients known as omega-3.
    (2) Advance Data No. 349. November 8, 2001.

For further information:

For further information: Argyle Communications: (416) 968-7311, Laura
LaMontagne (ext. 226) or Janet Galway (ext. 224), Email:
llamontagne@argylecommunications.com or jgalway@argylecommunications.com

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Weston Bakeries Limited

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