Kroger introduces milk to help reduce cholesterol
June 28, 2007
by FoodBusinessNews.net Staff
CINCINNATI — The Kroger Co. is introducing a new cholesterol reducing, fat-free milk. The new product, which is non-fat, will be available under the Active Lifestyle in-house brand.
The milk contains CoroWise plant sterols, which is an all-natural ingredient sources from plants and is found naturally in vegetables, seeds and nuts. Studies have shown that plant sterols may help reduce L.D.L. cholesterol and help reduce the risk of coronary heart disease. Because of this, the Food and Drug Administration recognizes plant sterols for their cholesterol reducing capabilities. Studies have shown plant sterols may reduce cholesterol levels up to 15%, according to Kroger.
"This new cholesterol reducing milk is a perfect example of Kroger providing customers the products they need and want to make their lives better and healthier," said Linda Severin, vice-president of corporate brands. "More and more people, especially baby boomers, are becoming conscientious and proactive about managing their health, particularly heart health. This makes it easy for them to do the right thing."
The new milk will be sold in a half-gallon size in Kroger’s family of stores and will be made available at a price point comparable to other Kroger-branded milk.