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Isabella's Healthy Bakery Unveils Activate - A New Probiotic Muffin Fortified with GanedenBC30 Probiotic

Wednesday, June 4, 2008 General News J E 4
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NEW ORLEANS, June 3 Isabella's Health Bakery launchedActivate raisin bran probiotic fortified muffins at this year's InternationalDairy/Deli/Bakery Association (IDDBA) show in New Orleans. The new Activatemuffins are being positioned to support digestive health and are fortifiedwith the high-survivability probiotic, GanedenBC30 (Bacillus coagulans GBI-30,6086).

(Logo: http://www.newscom.com/cgi-bin/prnh/20041213/CLM031LOGO )

Isabella's Healthy Bakery president, Monica Curtis, describes the additionof GanedenBC30 as a perfect match. "For so many years, we've been focusing ontaking things out of our muffins. Now the opposite is true. We've started toenhance them with nutrients to offer consumers the best of both worlds -- amuffin that not only tastes good, but is also good for you. Creating a muffinthat helps support digestive health was the next logical step." While theaddition of the probiotic, GanedenBC30 delivers essential healthy bacteria tothe digestive tract, the raisins and bran serve as a great source of fiber.

The new muffins are powered by GanedenBC30, a patented, self-affirmed GRASprobiotic produced by consumer healthcare company, Ganeden Biotech. Thecompany has dubbed GanedenBC30 as "The Probiotic That Can Take It" and claimsit can survive harsh manufacturing processes and deliver ten times the livecells as yogurt.

"When I first presented the idea of adding a probiotic to our muffins, ourR&D team looked at me like I was crazy," explains Curtis. "But after we wereintroduced to GanedenBC30 and saw first hand how it survives the intense heatof our baking ovens, we were all sold."

Ganeden's Co-Founder and Chief Scientist, Sean Farmer explains,"GanedenBC30 stands apart from other traditional probiotics. It's a spore-forming probiotic bacterium, meaning that inside the bacterial cell is ahardened structure, or spore, which is analogous to a seed. This sporeprotects the cell's genetic material from the heat and pressure ofmanufacturing processes, challenges of shelf life as well as the acid and bileit is exposed to during digestive transit. The viable spore is then able togerminate and produce new vegetative cells once it is safely inside the smallintestine. Other 'traditional' probiotic organisms are not able to form theseprotective spores, making them vulnerable to heat, pressure, shelf lifevariables and the acid and bile challenges of the digestive system. Thisunique make-up is why we initially chose a strain of Bacillus coagulans overother conventional probiotic strains."

The new Activate raisin bran probiotic fortified muffins are available forgrocery store distribution for retail sale in 4-pack clamshells under theIsabella's Healthy Bakery brand. Future plans are in place to includeGanedenBC30 in other Isabella's products including breakfast bars and cakes.

About Isabella's Healthy Bakery

Isabella's Healthy Bakery, a division of Main Street Gourmet, is asupplier of healthy baked goods including muffins, cookies & cakes. Theyspecialize in sugar free, fat free, no sugar added and whole grain categories.The new Activate probiotic fortified muffin introduces their new line offunctional foods including Optimize, a Mountainberry Acai pomegranate flavoredanti-oxidant enriched muffin, and Revitalize, a peanut butter chocolateflavored energy boosting muffin.

About Ganeden Biotech

Founded in 1996, Ganeden Biotech is a consumer healthcare company thatfeatures a popular line of over-the-counter digestive and immune fitnessproducts under the Sustenex and Digestive Advantage brands, including itsextremely popular products for the management of Irritable Bowel Syndrome,lactose intolerance, occasional constipation and intestinal gas. All ofGaneden's oral products contain the probiotic GanedenBC30 -- a patented strainof healthy bacteria which work within the intestinal ecosystem to help pr
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