Last week, Kroger (NYSE: KR), the nation's largest traditional grocery chain, launched its new milk brand to highlight its cholesterol-reducing ability. The milk, sold under the Kroger Active Lifestyle brand is considered the first national launch of cholesterol-cutting milk.

"There's a major trend toward health and wellness in the country," Linda Severin, Kroger's vice president for corporate brands told the USA Today. "Managing cholesterol is just a key need for many of our customers. This is a way we can help our customers be proactive with their heart health." The trend has shown lower-fat and fat-free milk sales to increase, while whole-milk sales have been on a decline, according to U.S. agriculture statistics.

The milk uses an ingredient with plant sterols, found naturally in some vegetables, fruits, nuts and other foods, and is recognized by the FDA as potentially helping reduce the risk of heart disease.

Ray Crocket of Coca-Cola (NYSE: KO) told USA Today its Minute Maid Heart Wise brand has been strong since the cholesterol-cutting O.J. was put on the shelves in 2003. San Antonio-based Promised Land Dairy started its Y.U.M. or "Your Ultimate Milk" brand last fall in Texas. "The customers really have been appreciative once they understand it," executive vice-president Georgon Kuenemann told the newspaper.

The real questions haven't been answered yet. How does this affect your digestive system? Will there be a warning label on these products like Olean? Will the idea of cutting your cholesterol with Kroger's new milk make you want to dunk another Oreo cookie?

Shares of Kroger Co closed up 63 cents, to $28.76.

Kevin Shult is a writer for TheFlyOnTheWall.com (subscription required).