The Kroger Co. is launching a new, cholesterol-reducing, fat-free milk available in its stores beginning this week. The non-fat milk product will be sold under the expanding Active Lifestyle in-house brand.
“The war against high cholesterol just got stronger and easier,” said Linda Severin, vice president of corporate brands at Kroger. “As part of a heart-healthy diet, people can enjoy the additional benefits of one of their favorite beverages and reduce their cholesterol.”
This new milk product contains CoroWise plant sterols, an all-natural ingredient sourced from plants and found naturally in foods such as vegetables, seeds and nuts. Plant sterols are recognized by the U.S. Food & Drug Administration (FDA) for cholesterol-lowering attributes. Clinical studies show they can help reduce “bad” cholesterol (LDL) and reduce the risk of coronary heart disease.
While the product is being launched in Kroger’s grocery stores, at press time there was no word as to when the company’s Village Pantry chain of c-store will begin selling the new product.