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news.Leading UK retailer Tesco is preparing to launch Heartfelt Plus, the first cheddar cheese in the UK to combine both low-fat and cholesterol-lowering benefits.
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The cheese is part of the Reducol-based range produced by biopharmaceutical company Forbes Medi-Tech. It will be available at Tesco stores by the end of August, 2006.
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%.
Forbes says it has made further progress in pharmaceutical development and expansion of Reducol-based products at Tesco. The company also claims to have made strides in expanding its consumer market in Europe, as Reducol products can now be found in a number of European countries, including major retailers in Finland, the Netherlands and the UK.
The group’s US phase II trial for its cholesterol-lowering drug, FM-VP4, is scheduled for completion for the end of the third quarter with top-line results anticipated to be released in the fourth quarter.
“The progress of both pharmaceutical and food product development initiatives is encouraging,” said Charles Butt, president and CEO of Forbes. “The launch of Heartfelt Plus demonstrates Tesco’s commitment to expanding the range of cholesterol-lowering products and Forbes’ ability to develop unique products with distinct competitive advantages.”