Kellogg brand extension targets heart health for women

US cereal maker Kellogg targets the mushrooming heart healthy market with a new line extension – specifically aimed at women – to its Smart Start range.

The firm that makes the iconic corn
flake cereal brand aims to "empower women to take charge of
their heart health" with Smart Start Strawberry Oat Bites that
contain wholegrain oats, potassium and low sodium.
On the back of
growing evidence that suggests soluble fibre from oats may reduce
heart disease risk, Kellogg claims one serving of its Smart Start
Strawberry Oat Bites provides one gram of soluble fibre sourced from
the rolled oats.
A traditional breakfast ingredient, oats, in
particular, have been enjoying a surge in popularity thanks to
growing evidence that suggests they could be an effective tool to
slash levels of LDL 'bad' cholesterol', a rise of which is a
contributory factor for heart disease.