July 6, 2007/Lab Business Week-- 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.

"This new cholesterol reducing milk is a perfect example of Kroger providing customers the products they need and want to make their lives better and healthier," said Severin. "More and more people, especially 'baby boomers,' are becoming conscientious and proactive about managing their health, particularly heart health. This makes it easy for them to do the right thing."

From the July 16, 2007, Prepared Foods e-Flash