The Norwegian supplier announced that Harvest Time Bread Company has just launched 'All natural' and 'Organic 8 grain breads' containing Denomega's omega-3. The heat is on in the omega-3 supply market to get the beneficial lipid into as many diverse products as possible as obstacles of taste and odor are being overcome by innovative technologies. Denomega says it is breaking new ground with this partnership. "Harvest Time is the first company in the US to add our omega-3 to a bread product," said Ron Wheelwright, key account executive with Denomega. The highly publicized fatty acids found in these fish oils, DHA (docosahexaenoic acid) and EPA (eicosapentaenoic acid), have been shown to support cognition and cardiovascular function. According to Packaged Facts, a division of MarketResearch.com, omega-3 will reach $7bn in sales by 2011. In 2006, this figure stood at $2bn, and the boom over the past four years has followed the lipid ingredient's move into mainstream food and beverage. Another omega-3 supplier has recently announced a host of such deals. Ocean Nutrition Canada has taken its omega-3 ingredients into food and beverage products manufactured by companies such as Danone, Minute Maid and Tropicana thanks to its patented Powder-loc micro-encapsulation technology. Another competitor, Martek Biosciences offers an alternative to fish oil DHA, life'sDHA, derived from microalgae. Martek's latest food ingredient deal was with Breyers for its Smart Yoghurt range. The company is also taking life'sDHA to Spanish dairy manufacturer Central Lechera Asturianal, for use in its ABC infant yogurt. Denomega is part of Borregaard Ingredients, which supplies vanillin products, yeast and yeast extracts and omega-3 products globally. In 2006, Denomega secured its fish oil supply with a long-term agreement with sea food company Fjordlaks.