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CINCINNATTI - The Kroger Co. based here is marketing a new cholesterol-reducing milk under its Active Lifestyle brand that the chain is billing as the first of its kind to be launched nationally.
The product adds to the chain's expanding health and wellness offering, as well as its house brand portfolio.
"There's a major trend toward health and wellness in the country," said Linda Severin, Kroger's v.p./corporate brands. "Managing cholesterol is just a key need for many of our customers. This is a way we can help our customers be proactive with their heart health."
The milk uses an additive incorporating plant sterols, which are naturally found in some vegetables, fruits, nuts, and other foods. Plant sterols have been recognized by the Food and Drug Administration as potentially helping reduce the risk of heart disease.
The additive, CoroWise plant sterols extract from Minneapolis-based Cargill Inc., is already offered in a range of national brand products from orange juice to granola bars.