Cargill educates consumers on phytosterols
website to boost consumer awareness of its Corowise brand of
Cargill has signed significant deals for its product this year, most recently with Hain Celestial for addition to its rice-based beverage Rice Dream. The phytosterols have also been added to Coke's new cholesterol-lowering juice, Minute Maid Heart Wise.
"The site is part of H&FT's ongoing product education program and shows one way we are supporting our ingredient brands with healthcare professionals and consumers in the marketplace," said Steve Snyder, vice president of sales & marketing for H&FT.
CoroWise.com features product information, frequently asked questions about cholesterol and the cholesterol-lowering benefits of phytosterols, as well as links to the American Heart Association and the US Food and Drug Administration websites.
Phytosterols got an important boost when the US FDA approved a heart health claim earlier this year.
Another company set to benefit is Canada's Forbes Medi-Tech, which also updated its website this week to offer more information on its Reducol brand as well as a new functional cooking oil Vivola.
Forbes recently began work on the expansion of its joint venture's phytosterols plant, expected to increase capacity by 50 per cent, in anticipation of increased demand.