Here’s another new product: milk with cholesterol-reducing ability. Kroger Markets is marketing the line under its Active Lifestyle brand.
It adds to the company’s expanding lines for consumers of health-conscious and natural/organic foods and the in-house brands the company sees as an important part of its profit growth strategy.
“There’s a major trend toward health and wellness in the country,” said Linda Severin, Kroger’s vice president for 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 ingredient with plant sterols, found naturally in some vegetables, fruits, nuts, and other foods. The Food and Drug Administration has said plant sterols may reduce the risk of heart disease by lowering cholesterol levels when used in recommended amounts as part of a healthy diet. The CoroWise plant sterols extract, from Cargill Inc., already is offered in a range of national brand products from orange juice to granola bars.