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Martek DHA Gets Consumer-Friendly For Upcoming Functional Food Launches

This article was originally published in The Tan Sheet

Executive Summary

A DHA-enriched Kellogg product may be the first functional food to launch with Martek's new life'sDHA brand name and logo on its label, according to a Sept. 6 analysts call

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Martek/Kellogg agreement

Columbia, Md.-based firm announces a 15-year, non-exclusive docosahexaenoic acid (DHA) license and supply agreement with Kellogg Feb. 4, with the first DHA-fortified food product scheduled for launch in mid-2006. Kellogg will develop foods containing Martek's DHA and "must purchase, subject to certain exceptions, almost all of its DHA from Martek" for products in the U.S., as well as "display the Martek DHA logo on all product packages, print advertisements and certain other promotional materials." Martek has supply agreements with Mead Johnson and Nestle to provide DHA for infant formula...





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