Today’s increased health scares concerning heart disease position heart health as a common platform for products to leverage across numerous food sub-categories. Manufacturers capture demand from cholesterol-conscious consumers by offering products with ingredients that have low levels of or no cholesterol. Women, in particular, are a key demographic for low-/no-/reduced-cholesterol claims; according to the American Heart Association, heart disease is the number one killer of American women.

All top 10 sub-categories of products embracing a low-/no-/reduced-cholesterol stance increased in product launches in 2008, when compared to 2006. With 1,122 global products launched between 2005-2008, savory and salty snacks represented the largest sub-group of items that boast their formulations are “low in” or free of cholesterol. The vast majority of these items were introduced to the U.S. This finding comes as no surprise, considering the country’s active efforts in promoting heart health awareness to Americans through various campaigns.

Campbell Soup Company expanded V8’s full-serving concept into a new range of soup products. Introduced into the U.S., V8 Soup claims to provide a serving of vegetables in one 8oz bowl of soup. V8 soup is made from farm-fresh ingredients, is low in cholesterol and fat levels, and does not contain artificial flavors or preservatives. The brand is available in the following five variants: Sweet Red Pepper, Garden Broccoli, Golden Butternut Squash, Tomato Herb and Southwestern Corn.

Information in this column is from the Global New Products Database, the premier source of global product intelligence, published by Mintel International Group; 351 W. Hubbard, 8th Floor; Chicago, IL 60610; call: 312-932-0600; fax: 312-932-0474; or e-mail