LAUNCH Healthy Frozen Dessert Bars Now Available in Whole Foods Markets (Northern California)

Whole Foods Market Inc. has added LAUNCH bars to the shelves of their Northern California stores. LAUNCH bars are a new healthier frozen dessert made from whey protein concentrate and all natural ingredients to deliver a great tasting treat that has positive nutrition and only 100 calories.

San Francisco, CA, June 30, 2010 --( Whole Foods Market Inc. has added LAUNCH bars to the shelves of their Northern California stores reflecting their dedication to bringing consumers the highest quality, least processed, most flavorful and natural foods possible.

Their great taste and positive nutrition make LAUNCH bars a “natural” fit for Whole Foods Markets.

LAUNCH bars are a unique frozen dessert because rather than starting with cream or milk, the base ingredient is whey protein concentrate which is higher in protein and lower in fat. This gives LAUNCH bars the creamy texture and delicious taste of ice cream but without the higher fat and calories normally associated with ice cream. LAUNCH bars have 8g of high quality protein and 540mg of Omegas (the “smart fats”), but only 2.5g of fat and just 100 calories.

Northern California consumers like Stacey Cohen of Tiburon, CA who try LAUNCH bars are sold on the great taste that LAUNCH bars deliver along with positive nutrition: “I tried the Chocolate banana and it was amazing! I can't wait to try more flavors. Thanks for a wonderful treat.”

Whole Foods Markets is the second grocery chain to offer LAUNCH’s three flavors to consumers: Chocolate Monkey (chocolate banana), Too-Berry (strawberry-raspberry) and Pomonade (pomegranate lemonade). LAUNCH bars are also available at Safeway stores and their subsidiary brands: Vons, Tom Thumb, Dominick’s, Genuardi’s, Randalls, Pavilions, and Carrs.

LAUNCH Frozen Innovations Inc. also offers its product in cups for schools and food service applications. It has been certified as a nutritionally acceptable snack in every school territory it has been reviewed including California, New York State, Massachusetts and Rhode Island. The Rhode Island Approved Product List for School Vending and A La Carte Foods is utilized by many east coast school regions to determine which snacks can be sold in their schools.

More importantly LAUNCH cups were also “approved” by 83% of the school kids who tried them in a recent independent taste test performed by a school district.

For more information on LAUNCH products go to Details of store locations and on-line retailers carrying LAUNCH bars can be found at

About LAUNCH Frozen Innovations Inc.:
LAUNCH Frozen Innovations Inc. is a specialty food producer based in Ontario, Canada. It has developed a line of patent-pending all-natural, healthy frozen treats for the health conscious consumer who doesn’t want to give up the delicious and indulgent experience they normally associate with ice cream. LAUNCH bars are available in a growing number of stores and on-line across the United States. It also offers LAUNCH cups to nutrition-conscious school cafeterias and other food service providers.

LAUNCH Frozen Innovations Inc.
Jim Laidley