The initial products carrying Reducol will be sold in the UK by Tesco under their own private label. In combination with Tesco, Forbes Medi-Tech will announce further details about this new line of cholesterol-lowering products early in the new year as they become available on store shelves.
Reducol is a unique ingredient containing plant sterols and stanols, commonly known as phytosterols, or “Sterols”. According to Forbes, the combination of a prudent diet and consumption of products containing the recommended amount of Reducol may help consumers lower their cholesterol by up to 24%.
“Tesco’s established presence as a trusted brand in the UK and Reducol’s proven ability to lower cholesterol provide the basis for a comprehensive range of products with heart healthy benefits and excellent taste,” said Sheila Gallagher, Tesco representative.
This business initiative with Tesco is the result of Forbes’ partnership with Fayrefield Foods of Crewe UK, established in December 2004. Charles Butt, president and CEO of Forbes called the product launch a culmination of both demand and the development of this strong strategic partnership.