Even though most consumers don’t read medical journals or peruse the Web sites of the FDA, NCEP, Mayo Clinic, or other health organizations on a regular basis, they are still getting the message about the easy availability and proven effectiveness of omega-3s and plant sterols in ways that might be easier for them to digest. Both omega 3–rich and plant sterol–fortified foods are included on a “list to take on your next heart-healthy trip to the grocery store” on the popular consumer Web site WebMD.

Manufacturers of these ingredients are also making their way onto consumers’ radar by placing advertising in health-oriented and mainstream media. Canadian-based Ocean Nutrition, the omega-3 supplier for Arnold and Brownberry Breads, for example, advertises on Oprah Winfrey’s Web site. Cognis took out ads to support its Heart Choice brand in numerous mainstream women’s and heath publications, including Health magazine, which has a circulation of 1.4 million and a readership of 7 million.

International food product manufacturer Cargill targets much of its marketing to healthcare professionals, who suggest products made with the company’s CoroWise Brand Naturally Sourced Cholesterol Reducer plant sterols (such as Oroweat and Kroger’s Active Lifestyle loaves) to their patients, says Pam Stauffer, Cargill’s global marketing programs and communications manager. Both Cognis and Cargill host consumer-friendly Web sites to provide additional information about the benefits and availability of their cholesterol-lowering ingredients.

Co-branding is also a major component of the consumer awareness campaign for functional ingredients. In addition to driving consumers to specific branded products that sport the Heart Choice or CoroWise logos, both companies say they are open to working with specific brand partners on larger, mutually funded promotional efforts. They also produce or co-produce in-store point-of-purchase signage and pamphlets to emphasize the functional facts for shoppers.

The ingredient manufacturers say they are ready and able to bring their products to the quick-service market. Cognis is working on adding its Heart Choice sterols to lines of buns and rolls, and the first quick-service brands that feature breads with sterols will have the marketing edge. Cargill’s Stauffer suggests that quick-service restaurants use CoroWise-fortified breads with turkey and other lean burgers or in sandwiches and subs filled with low-fat fillings. Both companies recommend restaurants feature their products’ logos on their menus.

Although they have so far focused on their plant-sterol products, Cognis and Cargill say that as a result of increasing consumer and bread-producer demand, they are both exploring the development of omega-3 products.