Dempster's (Canada Bread)

January 18, 2010 06:00 ET

Study Finds 70 Per Cent of Canadians Concerned About Sodium in Their Diet

TORONTO, ONTARIO--(Marketwire - Jan. 18, 2010) -

Attention: Life Editors, Food Editors, Assignment Editors and Health Reporters.

In advance of February's Heart Month, a new survey finds that 70 per cent of Canadians are concerned about the level of sodium in their diet. There is also vast confusion around sodium: over one-third of Canadians claim to know the upper sodium limit yet nearly nine out of 10 people get it wrong; and more than half of the population does not understand sodium information on nutrition labels. Canadians consume on average 3,092 milligrams of sodium daily, more than double the recommended amount of 1200 to 1500 milligrams.

The research also finds Canadians want lower sodium products: 45 per cent of Canadians look at the amount of sodium in a new product before deciding to buy; and almost 50 per cent of Canadians would sacrifice slightly on taste for products lower in sodium. 

"Heart disease is the number one killer of both woman and men in Canada, so it's critical Canadians take the time to learn how to manage their sodium intake," says Registered Dietitian Leslie Beck and author of The Complete A to Z Nutrition Encyclopedia (Penguin Group Canada 2010). "Canadians should learn to read nutrition labels, and seek out low sodium products on grocery store shelves to help manage the amount of sodium in their diet."

In addition to tapping into what Canadians know and don't know about sodium, the survey also looked into the debate surrounding who should take responsibility for reducing sodium in the Canadian food system. 

"80 per cent of Canadians agree food manufacturers should take more responsibility to reduce sodium in foods so the message is loud and clear," says Carolyn O'Brien, Director, Regulatory Affairs, Canada Bread. "Canada Bread has launched Dempster's Healthy Way with ProCardio Recipe, a bread developed to target heart health with the lowest level of sodium among national leading brands*. Clearly Canadians are looking for healthy, low sodium options as evidenced by Healthy Way winning Product of the Year award in the Heart Health category in a national vote of 12,000 consumers."

The survey was commissioned by Dempster's and conducted by Ipsos Reid in December 2009. One thousand adults from across Canada were polled.

Dempster's also introduced Healthy Way with ProCardio Recipe Fresh Squares, a tasty heart healthy snack which is low in sodium (only 1 per cent of daily value), high in fibre and made with 100 per cent whole grains.

About Dempster's Healthy Way with ProCardio Recipe
Dempster's Healthy Way with ProCardio Recipe is a line of nutritious bread products developed to target heart health, containing the lowest sodium levels among national leading brands in Canada*. The wheat and multigrain breads and fresh squares (cranberry and apple cinnamon) products are low in sodium to help reduce the risk of high blood pressure and contain soluble oat fibre to contribute to healthy cholesterol levels. Healthy Way breads contain 10g of fibre per two slice serving (40 per cent daily value of fibre needs), are low in saturated fats and contain no trans fat to help reduce the risk of heart disease. They are made from 100 per cent whole grains, including the germ which contributes to the maintenance of good health. Healthy Way breads and squares are approved for the Health Check program by the Heart and Stroke Foundation.

About Dempster's®
The Dempster's heritage of quality bread baking began over 100 years ago when James Dempster founded both the bakery and the tradition of delivering nutritious, great tasting grain breads. The Company's baking, culinary and nutrition experts continue to live up to this tradition today with an uncompromising commitment to baking nutritious, appetizing breads for the entire family. Canadians' Heart Health is a key priority for Canada Bread. In fact, Canada Bread was the first Health Check licensee 11 years ago.

* Lowest sodium breads in Canada among National Leading brands based on a 50g reference amount.

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