Food By Design, Inc. Introduces Fourth Flax Based Product

San Francisco, CA – June 12, 2003 - Food By Design, Inc., the developer of food products based on shelf stable, digestible ground flax, announced the introduction of FLAX MACS, a macaroon- like cookie which also contains antioxidant-rich dark chocolate and cocoa.

FLAX MACS is the fourth unique flax based product to be marketed by the company under its KINGBERTS brand. Other all natural whole grain food products in the line are HEALTHY SCOOP, a granola-like cereal based on flax, soy and oats; HEALTHY BREAK, a nutritional bar based on the same ingredients; and FLAX JACKS, a gluten-free pancake and waffle mix based on flax and buckwheat. All four products list flax first in the ingredients panel.

Because of their high flax content, the products are exceptional sources for Omega-3 essential fatty acids and the phytoestrogen, lignan, and are high in fiber. The combination with soy, oats, and/or buckwheat also provides nutritionally significant amounts of isoflavones and antioxidants. Additionally, they are generally high in protein and a good source of calcium and other minerals while being low in sodium and free of cholesterol and trans fats.

The company’s products are available to San Francisco Bay Area consumers at fine supermarkets and natural foods stores including Whole Foods Market, Andronico’s, Draeger’s, Lunardi’s, Mollie Stone’s, Nugget Market, Real Food Company, Berkeley Bowl, Rainbow Grocery, Sonoma Market, and others. Consumers outside of the area can purchase the products at the company’s web site:

Privately owned, Food By Design, Inc., began marketing to stores in 2000. The basis for the company’s existence is to take on the special challenge of making flax in combination with other evidence-based functional ingredients a mainstream part of the human diet. Evidence-based functional ingredients means they have been shown in peer-reviewed medical and scientific studies to provide a positive health effect in addition to basic nutrition. According to co-owner Marvin Lambert, “We feel that the weight of nutritional evidence supports the use of whole grain food ingredients. That works well for us because you can get better taste from whole foods.”

Flax is a grain that has been in the human diet for more than 5,000 years, but despite the fact that it is arguably nature’s single most nutritious ingredient and is being endorsed by a growing number of physicians and other health care professionals, it is, today, consumed in relatively negligible amounts. Most of the world’s supply is abundantly produced in the prairie provinces of Canada and in North Dakota. However, there are various problems that must be overcome to develop food products where flax is the major ingredient. The unbroken flax seed is not digestible but the cracked or ground seed is generally prone to a very short shelf life when exposed to air, light, heat and water. The company has developed techniques and processes for dealing with these problems. Based on the level of repeat product sales and favorable consumer comments, they more than meet the taste, texture and stability requirements for premium level food items. As other owner Mary King proudly says, “our products sell because they taste good.”

The company has additional products in development and has begun expanding its geographic base of operation with selective store placements in the Los Angeles area.

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