Sanitarium Health & Wellbeing has unveiled an Australian-first extension to its iconic Weet- Bix, aimed at supporting the one in three Australian adults needing to manage their cholesterol levels for their heart health.
Labelled Weet-BixM Cholesterol Lowering, it will become the first cereal product in the country to harness plant sterols to effectively reduce cholesterol levels over four weeks with just two biscuits (one serve) consumed daily.
Set to hit major supermarket shelves in Australia this September, the breakfast innovation contains plant sterols, which are clinically proven to reduce LDL (or bad) cholesterol by up to nine per cent in four weeks. The efficacy of Weet-Bix Cholesterol Lowering was verified via a clinical trial involving Australian adults with high cholesterol, conducted in 2016 by a team of researchers at the University of South Australia.
“Weet-Bix has long been a nutritious breakfast staple for millions of Aussies every day and we are now taking it to another level. This new product makes it easier than ever before for Australians to take charge of their heart health,” said Kevin Jackson, CEO – Sanitarium Health & Wellbeing.
“We’re thrilled to be the first breakfast cereal in the country that can make such a direct and positive impact and help Aussies needing to manage their cholesterol, kick start their day in a healthy and enjoyable way.”
Sanitarium’s Weet-Bix Cholesterol Lowering contains 2 grams of plant sterols per serve, the recommended daily intake to reduce cholesterol, alongside a healthy diet and lifestyle, recommended by the Heart Foundation.
Plant sterols are known to naturally lower LDL (bad) cholesterol by reducing the absorption of cholesterol in the digestive system. They are found in a variety of foods like grains, vegetables, fruit, nuts and seeds but only in very small quantities.