You are here
LEEDS, England -- Wal-Mart-owned ASDA, the United Kingdom's second-largest retailer, is introducing Heartfelt Plus Natural Cheese, the first cheddar cheese in that country to combine both low-fat and cholesterol-lowering benefits. The product will be in stores tomorrow. Hearfelt Plus contains Reducol, a cholesterol-lowering ingredient developed by Vancouver, B.C.-based Forbes Medi-Tech, Inc.
While natural cheese usually contains a 30 percent to 40 percent fat content, Heartfelt Plus contains a 12 percent fat content while maintaining the texture and flavor of hard cheese vs. alternatives made from vegetable oil, Forbes Medi-Tech noted. The price is "in line with other value-added cheese products" in the United Kingdom, the company added.
"A first of its kind, Heartfelt Plus cheddar cheese is launching into one of the U.K.'s largest dairy category with several key competitive advantages," noted Forbes Medi-Tech president and c.e.o. Charles Butt in a statement. "Heartfelt Plus is competitively priced, low in fat, great-tasting, and helps lower cholesterol....We believe that the Heartfelt Plus product launch in the cheese category...will help accelerate the adoption of Reducol throughout Europe."
The launch of Heartfelt Plus comes four months after No. 1 U.K. retailer Tesco introduced a line of dairy products containing Reducol, including yogurt, milk, and margarine spread. Since January, sales of the Tesco line have doubled, according to Forbes Medi-Tech.
Heartfelt Plus is a branded dairy product created by Fayrefield Foods, based in Crewe, Cheshire, England.