The Irish milk company Dawn is believed to be the first dairy company in the Republic or Britain to use fresh milk as a medium for introducing Omega-3 oils to consumers' diet - the oils are best known from their presence in oily fish such as salmon, mackerel, tuna and sardines.
In response to the trend towards more convenient and functional foods, Dawn Dairies has moved to combine the benefits of milk - such as protein, calcium and riboflavin - with the nutritional plus of Omega-3 oils to create Dawn Omega Milk.
The product is a response to indications consumers are missing out on Omega-3 in their diet due to increased use of vegetable oils low in Omega-3 fatty acids, reduced fat diets and falling consumption of fish.
There is strong medical evidence which shows a diet rich in Omega-3 oils helps to maintain the performance of the heart and cardiovascular system, reduces the levels of triglycerides (fats) in the blood, helps regulate blood pressure and helps maintain a regular heartbeat. Omega-3 also plays an important role in pregnancy and infant development.
The Irish Heart Foundation (IHF) has welcomed the product as heart disease remains the number one cause of death in Ireland. IHF chief executive Michael O'Shea added: "Omega-3 fatty acids are an essential part of a healthy heart diet and should be included regularly in a diet low in saturated fat and rich in fruit and vegetables."
The IHF is using the carton as a medium to publicise its website (www.irishheart.ie) to help increase awareness of heart health - Omega-3 fatty acids are also available from plant sources, canola, linseed, soya beans and walnuts. The new milk product, due to be launched later today, will be available in fresh and low fat versions, both having the same taste as regular milk, according to Dawn.
Ireland is unique in its consumption of fresh milk with 98 per cent of the population consuming an average 140 litres of milk per person per annum.
Irish dairy companies have fortified their products with calcium, the vitamin folic acid - which helps pregnant women and is believed to benefit the heart - and probiotics. Lower fat versions are also widely available.
"In general, all dairy products are beneficial to health," according to Dr Anne-Marie Tully, senior nutritionist with the National Dairy Council. Not only do they help develop healthy bones, but also healthy body weight and reduced blood pressure, she added.
The impact of the Atkin's low carbohydrate diet is reflected in the launch last week of a "low carb" food product on the Irish market. Breadmakers Irish Pride introduced Carb Counting bread, "a multigrain loaf that contains 28 per cent less carbohydrate" - a 350 gram loaf sells at €1.89.
