CINCINNATI:  The Kroger Co., one of the nation's largest retail grocery chains, is launching a new, cholesterol reducing, fat-free milk available nationally in July of 2007. The non-fat milk product will be sold under the expanding Active LifestyleTM in-house brand.

“The war against high cholesterol just got stronger and easier," said Linda Severin, Vice President of Corporate Brands at Kroger. "As part of a heart-healthy diet, people can enjoy the additional benefits of one of their favorite beverages and reduce their cholesterol."

This new milk product contains CoroWiseTM plant sterols, an all natural ingredient sourced from plants and found naturally in foods such as vegetables, seeds and nuts. Plant sterols are recognized by the U.S. Food & Drug Administration (FDA) for cholesterol lowering attributes. Clinical studies show they can help reduce "bad" cholesterol (LDL) and reduce the risk of coronary heart disease.

“This new cholesterol reducing milk is a perfect example of Kroger providing customers the products they need and want to make their lives better and healthier," said Severin. "More and more people, especially 'baby boomers', are becoming conscientious and proactive about managing their health, particularly heart health. This makes it easy for them to do the right thing."

Why Milk
With more than 100 million people in the U.S. with high or borderline-high cholesterol, the Active Lifestyle Fat Free Milk is the right product at the right time. Elevated blood cholesterol is one of the major risk factors for heart disease.

Two 8-ounce servings of this milk, when consumed with meals, provide the minimum daily amount recognized by the FDA as providing a heart-healthy benefit, as part of a diet low in saturated fat and cholesterol.

Clinical studies have demonstrated that plant sterols can reduce cholesterol levels up to 15 percent. "For people with borderline-high blood cholesterol levels, this can potentially help them get to the normal range and potentially avoid medication," said Severin. "For others, it is one way to help shave off points for better heart health - and we know every point counts."

Changes can be detected in as soon as two to three weeks after incorporation into one's daily diet. Individual results may vary.

Great Taste, Nutritional Value
Milk is a popular beverage among adults and very versatile. It's great for breakfast as a beverage or over cereal or fruit; an accompaniment to a lunch sandwich or a tasty way to complement a snack.
“The nutritional value of milk is well established. This provides another health reason to drink this time-tested beverage," Severin said. The new fat-free cholesterol lowering milk tastes and looks just like skim milk. Like skim milk, there is no fat (saturated or trans) in this milk. It contains other vitamins and nutrients, including calcium, Vitamin C (not a typical source of Vitamin C) and Vitamins A & D.

Availability and Price
The new Active Lifestyle Fat Free Milk with plant sterols will be sold in a half-gallon size in Kroger's family of stores nationwide (please see store names below). The new milk will be available at a price point on par with the company's other regular milk products.