Can chia seeds cheat death?

SAN JOSE, Calif. (MCT) — Eat your Chia Pet. Help your heart?

Some researchers think so — prompting distributors of the tiny seeds used to sprout the pets' iconic frizzy green hair to tout them as the latest "superfood."

Chia seeds and related items like chips and energy bars are starting to become more widely available in the Bay Area, and a major health food chain recently started carrying them nationwide. Online retailers report rising sales. Plugs on CBS News and Oprah Winfrey's show haven't hurt, either.

Derived from a mint-related plant known as salvia hispanica and once eaten by the Aztecs, chia seeds are high in protein, fiber and calcium. Most importantly, the seeds are high in one of the omega-3 fatty acids known to help prevent heart disease. The seeds are higher in omega-3 than any other plant source, including flaxseed, which many people sprinkle on food for its health benefits.

That's why chia seeds, for decades a tiny niche product in health food stores, are drawing attention nationwide. The omega-3 supplement market, dominated by products such as fish oil and flaxseed, has grown into a $500 million-a-year business, attracting marketers not only of chia seeds but other omega-3 rich foods like cranberries and soy.

"The market for omega-3s is skyrocketing," said Rebecca Wright, editor of Nutraceuticals world, a trade magazine. "They're so popular, everyone's trying to get in on it."

The Vitamin Shoppe, a 342-store health-food chain based in New Jersey, is the first major chain to roll out chia products nationwide, including in its two San Jose stores.

"It's among our fastest-growing products," category manager Rob Maru said.

Miho Cortez of San Jose does a brisk business selling chia seeds on eBay and eats them herself, every day.

"It was very slow at the beginning, but I'm getting orders constantly now," she said.

The U.S. Food and Drug administration regulates chia as a food, and it's largely regarded as safe. An ounce of chia seeds contains 137 calories, four grams of protein and 11 grams of fiber in addition to omega-3s. However, some studies have found that very high levels of omega-3 fatty acids can interfere with blood clotting.