Vitalicious Inc. Launches VitaTops Muffin Tops with Cargill’s CoroWise 

05/03/07 Vitalicious Inc. has partnered with Cargill to introduce heart-healthy, Dark Chocolate Pomegranate VitaTops muffin tops with Cargill’s CoroWise Brand Naturally Sourced Cholesterol Reducer plant sterols.

Plant sterols have been clinically shown to help lower cholesterol, so now there’s a convenient way to indulge in a delicious, heart-healthy, on-the-go breakfast or snack as part of a diet low in saturated fat and cholesterol.

Vitalicious Inc., known for creating baked goods with nutritional benefits, such as vitamins and minerals, is the first baked goods company to include CoroWise plant sterols in its product line. The new Dark Chocolate Pomegranate flavor of VitaTops muffin tops was previewed at the 2007 Winter Specialty Food Show and will be available for retailers by end of June 2007.

Just as cholesterol is present in all animals, plants have a “sterol” of their own that is a natural cholesterol blocker. To the body, plant sterols look a lot like cholesterol, but they are not absorbed in the body like cholesterol. Therefore, during digestion, plant sterols compete with cholesterol and help to block cholesterol’s absorption. Reducing total and LDL “bad” cholesterol levels in the body is recognized as an important way of reducing one’s risk for heart disease. In fact, the efficacy of plant sterols is supported by more than 50 years of clinical research indicating that eating plant sterols can help lower cholesterol.

The addition of CoroWise brand cholesterol reducers does not affect the flavor, texture or calorie content of foods or beverages.

“At Vitalicious, we are committed to meeting the varied health concerns of our loyal customers, and our mission is to provide a healthy alternative to the comfort foods that people love, by producing baked goods that give the greatest pleasure at the lowest calories,” says Aryeh Hecht, president and founder, Vitalicious Inc. “We are excited that CoroWise brand cholesterol reducers are now available in one of our most popular muffin lines.”

“A growing number of Americans are grabbing breakfast on the run,” added Steve Snyder, vice president of sales and marketing, Cargill Health & Food Technologies. “By collaborating with Vitalicious to help them launch this new line of muffin products with CoroWise brand cholesterol reducers, Cargill again demonstrates its commitment to helping our customers help consumers reduce their cholesterol levels and maintain their heart health.”