Albert Heijn set for cholesterol lowering introduction

Four slices of Vitaal Brood Pro-Fit contain 3 grams of Oat Well oats, which have a particularly high content of beta glucan, the active component responsible for the cholesterol lowering activity.

Albert Heijn will launch what it is calling the first bread available that is scientifically proven to lower cholesterol to the Dutch market on June the 14th. Vitaalbrood Pro Fit, which contains beta glucans from CreaNutrition, a subsidiary of Swedish Oat Fiber, is claimed to lower cholesterol within three weeks. A group of independent scientists have proven that the product has a positive effect on lowering cholesterol and can therefore reduce the risk of cardiovascular disease. The product is endorsed by the Dutch Heart Foundation.

Four slices of Vitaal Brood Pro-Fit contain 3 grams of Oat Well oats, which have a particularly high content of beta glucan, the active component responsible for the cholesterol lowering activity. The product has been scientifically proven on persons with a high cholesterol level. Albert Heijn says that more than half of adults have an overly high cholesterol level. Most people are not aware of this however.

Vitaalbrood Pro-Fit is currently the only bread in the Netherlands that can carry a health claim, says Albert Heijn. Normally bread is an important component of daily nutrition, but the cholesterol lowering potential of Vitaal Brood Pro Fit adds extra nutritional value to a bread, that was as yet not commercially available. Other advantages of the bread are that it stays fresh for longer and that it is made with sun-ripened seeds for a good taste.

The launch comes on the back of the UK approving a health claim for Oatwell oat bran in the UK, which itself followed previous claims in Sweden and the UK. Spokesperson for CreaNutrition, Ruedi Duss had told specialist publication Innova in March that we could expect to see a wave of new product development incorporating significant quantities of oat bran beta-glucan, designed not only to taste good, but also to deliver heart health benefits to consumers in the upcoming months. Some of the types of products containing beta-glucans that Duss said would be coming out shortly would of course relate to cereals, bread and biscuits, but there is also potential for drinks, which do not necessarily have to be dairy, such as smoothies for example.

Albert Heijn began stocking Unilever’s Blue Band Good Start! at the end of 2003, which was promoted as “the only white that contains brown”. The product contains 6.8 grams of fiber per 100 grams of bread, which is twice as much as a normal loaf of bread. Spokesperson for Albert Heijn José Mes told FoodIngredientsFirst however that the company’s new own label launch was unrelated to the Good Start experience, although VitaalBrood does of course go in line with current health trends.

Further health products are not in development at the moment, as the retailer is first focusing on its existing products, which now have their calorie content labeled on all of them. From week 17 this year, Albert Heijn has been labeling some fruits and vegetables as contributing to the necessary two portions a day. Meanwhile Albert Heijn may look to its sister retailer in Sweden ICA for inspiration by introducing a green symbol for healthier options. Mes said that this was currently being looked into.