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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.
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