Kellogg’s ups ante on cholesterol campaign
Kellogg’s oat beta-glucan healthy cereal, Optivita, that employs a cholesterol-lowering claim will be face of the campaign that is being mounted in conjunction with H.E.A.R.T. UK.”
The initiatives will include “educational initiatives to support healthcare professionals, particularly practice nurses and dietitians” and include the “provision of practical advice for consumers to help them lower their cholesterol”.
Optivia is clinically backed to lower cholesterol and employs a UK-approved cholesterol-lowering claim.
“Our new partnership with H.E.A.R.T UK will ensure that more people with a need or desire to improve their heart health will have access to information and be motivated to take simple steps to preventing CVD,” said Kellogg’s senior nutrition business partner, Rimi Obra-Ratwatte.
The International Journal of Clinical Practice recently published a H.E.A.R.T UK-commissioned study (Volume 62, Issue 9 (p 1322-1331) that found 2.8m men and 900,000 women were unaware they were at serious risk of developing the disease.
According to the American Heart Association, 34.2 per cent of Americans (70.1m people) suffered from some form of cardiovascular disease (CVD) in 2002.
H.E.A.R.T UK dietetic advisor, Linda Main, said: “It’s critical we get closer to the point where early signs such as raised cholesterol are identified and corrected sooner. Companies such as Kellogg’s have a valuable role to play in the fight against CVD – providing corrective foods, information, education, support and much needed funding, in addition to more traditional health services and materials, to enable healthy eating and active lifestyle habits.”
CVD is influenced by a variety of factors including smoking, poor diet, insufficient physical activity, high blood pressure, obesity/overweight, diabetes, stress, alcohol and high blood cholesterol.