Media Release: 12th September 2017
First breakfast cereal in Australia to harness plant sterols to effectively reduce cholesterol
Clinically proven to reduce cholesterol levels by up to 9†% in 4 weeks
Hitting all major supermarket shelves across Australia this September
Sanitarium Health & Wellbeing has unveiled an Australia-first extension to its iconic Weet-Bix, the nation’s favourite breakfast cereal, aimed at supporting the one in three Aussie adults needing to manage their cholesterol levels for their heart health.
Labelled Weet-BixTM Cholesterol Lowering, it will become the first cereal product in the country to harness plant sterols to effectively reduce cholesterol levels in a single serve.
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, with just two biscuits (one serve) consumed daily. 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.
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 also recommended by the Heart Foundation.
Plant sterols are known to naturally lower cholesterol by partially 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.
Sanitarium will hold exclusive permission in the Food Standards Code for Australia and New Zealand (FSANZ) for up to a year for including plant sterols in cereal. As such, it will be the only product on the market to contain 2 grams of plant sterols per serve. Prior to this, regulations only permitted a maximum of around 1 gram of plant sterols in a single serve of food.
“Small reductions in cholesterol can have a significant impact on overall heart health in the long run, especially when achieved at an early age and maintained over time,” said Dr Peter Clifton, Professor of Nutrition at the University of South Australia and research lead for the product clinical trial.
“While increasing intake of plant sterols is one of the most effective dietary measures to lower cholesterol, getting sufficient amounts in plant foods alone can be difficult,” he added.
“The latest Weet-Bix cereal is the most innovative cholesterol lowering product I’ve seen in 15 years – it’s easy, convenient and proven to work. Breakfast is an essential part of every diet, so combining the cholesterol-lowering properties of plant sterols into a cereal product is a truly clever solution to one of the biggest health challenges we face in our busy, modern lives,” Dr Clifton said.
Weet-Bix Cholesterol Lowering has the same great taste Australians know and enjoy, and is packed with a range of healthy ingredients and essential vitamins including wholegrain wheat, fibre, iron, and B vitamins.
“Sanitarium is committed to making a significant and positive impact on the health and wellbeing of Australians,” said Kevin Jackson, CEO - Sanitarium Health & Wellbeing. “Addressing heart health is one of the ways we are working towards this wider community goal.
“We are excited to introduce our latest Weet-Bix Cholesterol Lowering cereal as an easy, effective and enjoyable way for Australians to effectively take charge of their heart health. This further demonstrates Sanitarium’s dedication to investing in innovative food solutions to help Australians experience better health,” he added.
Weet-BixTM Cholesterol Lowering at a glance
Reduces cholesterol by up to 9%† in four weeks (clinically proven)
Contains 2 grams of plant sterols per serve (two Weet-Bix Cholesterol Lowering biscuits)
The Heart Foundation endorses the 2 grams of plant sterols per serve as an effective and easy way to lower cholesterol as part of a healthy diet and lifestyle
Only food product in Australia to contain 2 grams of plant sterols per serve for 12 months
Same great taste as the Weet-Bix Australians know and enjoy
Low in sugar and saturated fat, very high in wholegrain
Australian owned, Australian manufactured
†2 grams of plant sterols daily lowers cholesterol within 4 weeks as part of a healthy diet low in saturated fat.
RRP & Availability
- RRP: $5.99
- Package size: 24 biscuits, 440g
- Availability: All major supermarkets from September 2017
Daphne Chuah, Red Agency, firstname.lastname@example.org, 02 9963 7840 or 0432 390 207
Charmaine Tanti, Red Agency, email@example.com, 02 9963 7838 or 0420 277 875
On the outside, we may seem like just another food company, but on the inside we’re a lot more. We started making healthy, nutritious foods in 1898 and today we are the only food company that’s still 100% Australian owned. We believe good food should be good for you and good for the environment. That’s why we source ingredients from ethical and sustainable Australian farms. Caring for our community is a core value at Sanitarium. Whether it’s improving food and nutrition security for vulnerable communities through our support for Foodbank and Good Start Breakfast Clubs, promoting active, healthy, confident kids through the Sanitarium Weet-Bix Kids TRYathlon and Little Big Dash or offering a free health and nutritional advice service for all Australians, we’re here because we want to make a difference. Visit www.sanitarium.com.au for more information.