Yes I was reading this myself in the Star tonight, but the bread has been in Zehr's stores around here for a couple of weeks. It's nice in a way, but I have a hard time figuring out why it's 5.99 a loaf, can't believe that the ingredients are so exotic that they have those kinds of costs involved in developing it! However, I've decided to buy Dempsters carbwise and just use one slice at 6 net carbs instead of 2 of Atkins at 3 a piece, just because the Dempsters is as low as 2.67 a loaf at Food Basics.