Kroger launches cholesterol-cutting milk

Kroger Co., the nation's largest traditional grocery chain, is marketing a new milk brand for its cholesterol-reducing potential.

"There's a major trend toward health and wellness in the country," said Linda Severin, Kroger's vice president for corporate brands. "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 milk uses an ingredient with plant sterols, found naturally in some vegetables, fruits, nuts, and other foods. It is recognized by the Food and Drug Administration as potentially helping reduce the risk of heart disease.

The Kroger Co. Headquartered in Cincinnati, Ohio, is one of the nation's largest grocery retailers, with fiscal 2006 sales of $66.1 billion.

Kroger operates 2,458 supermarkets and multi-department stores in 31 states, under two dozen local banners that include Ralphs, Fred Meyer, Food 4 Less, King Soopers, Smith's, Fry's, Dillons, QFC Farmer Jack and City Market.

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