Kellogg Launching Ensemble Cholesterol-Lowering Psyllium Functional Foods
This article was originally published in The Tan Sheet
Executive Summary
The Kellogg Company is introducing a line of seven categories of functional foods under the Ensemble name that will claim to lower cholesterol levels through the inclusion of natural soluble fiber from psyllium or whole oats, the cereal maker announced Nov. 5.
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The Kellogg Company is introducing a line of seven categories of functional foods under the Ensemble name that will claim to lower cholesterol levels through the inclusion of natural soluble fiber from psyllium or whole oats, the cereal maker announced Nov. 5. The company took note of the recent boom in functional foods, saying the introduction is "a logical step...into a new generation of foods that positively impact health and well-being." The company already markets psyllium in its Bran Buds cereal. Under a petition approved by FDA in February, Kellogg's and other food manufacturers can make the health claim that eating soluble fiber from psyllium husks, "as part of a diet low in saturated fat and cholesterol, may reduce the risk of heart disease" ("The Tan Sheet" Feb. 23, p. 23). The health claim is the latest food-specific claim approved by the agency. Others include a similar heart disease prevention claim for beta-glucan soluble fiber from oats ("The Tan Sheet" Jan. 27, 1997, In Brief). The ongoing discussions between FDA and McNeil Consumer Products over the regulatory status of the cholesterol-lowering resin margarine-like product Benecol could provide the next step in the new foods generation ("The Tan Sheet" Nov. 2, p. 3). Kellogg's will introduce the Ensemble family of products in the Midwest in March and nationwide in late 1999. Initial markets will include Louisville, Ky., Cincinnati, Indianapolis, Detroit and Chicago. "Our new family of foods provide a variety of great-tasting choices based on the presence of positive attributes," in part because "people have been struggling to control their cholesterol by avoiding food they love," the company explained. The line-up will include frozen entrees, bread, dry pasta, read-to-eat cereal, baked potato crisps, frozen breakfast/dessert mini-loaves and cookies. Ensemble foods "are just the beginning of our commitment to helping consumers reduce their risk of disease," Kellogg's said. The company also will create a service component of the Ensemble brand. The offering "will make it easier for doctors and consumers to use food and lifestyle to reduce the risk of disease," Kellogg's noted. |