Kroger marketing new milk that may lower cholesterol

CINCINNATI — Kroger Co., the nation's largest traditional grocery chain, is marketing a new milk brand for its cholesterol-reducing potential.

The product, under Kroger's Active Lifestyle brand, is billed as the first national launch of a cholesterol-cutting milk. 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 Minneapolis-based Cargill Inc., already is offered in a range of national brand products from orange juice to granola bars.

Coca-Cola Co. spokesman Ray Crockett said its Minute Maid Heart Wise brand has been a strong seller since the cholesterol-cutting orange juice was rolled out in 2003.

David Schardt, a senior nutritionist for the consumer advocacy group Center for Science in the Public Interest, said drinking plant sterols-fortified, fat-free milk could help people lower their cholesterol. He said the ingredient has proven effective, and that its use is widening because companies like being able to promote healthy benefits.

"This is a probably an example of a good functional food," he said of the new milk, adding that it's better to see the ingredient used in milk and orange juice instead of something like soft drinks because it adds to their health benefits.

Promised Land Dairy, based in San Antonio, began selling its Y.U.M. (Your Ultimate Milk) brand last fall in Texas, and slowly has added a few other states.

"I knew it was going to be a task to educate the customer to understand that you can have a dairy product that can lower your cholesterol," said Gordon Kuenemann, executive vice president of Promised Land, which also has chocolate and white-chocolate flavors of its cholesterol-cutting brand. "The customers really have been appreciative once they understand it."