Becel health claims get green light
Becel pro•activ gains the European Food Safety Authority’s (EFSA) approval for its claim to reduce the risk of disease.
Pro·activ's plant sterol science gets backing from European Union
The European Union has formally approved Becel (Flora) pro•activ’s claim that its active ingredient, plant sterol, is proven to lower cholesterol, which is a risk factor for heart disease.
Scientific evidence
The decision was made after reviewing a dossier of scientific evidence supporting the efficacy of plant sterols – which work in the body by partially blocking the entry of cholesterol into the bloodstream. The health claim is one of the first to pass the European Food Safety Authority’s (EFSA) tough new evaluation process for reduction of disease risk claims, launched by the European Union in December 2006.
Rubber stamp for disease reduction claim
"We are delighted that the EU has now formally authorised our disease risk reduction claim," commented Carole Barr, Development Nutritionist for Becel. "We couldn’t say anything at all about heart disease in relation to the brand before, we could only mention cholesterol lowering. For the first time, we can tell consumers that high cholesterol is a risk factor in the development of heart disease and that plant sterols in products such as Proactiv lower cholesterol."
Managing cholesterol
Plant sterols are clinically proven to lower bad cholesterol (known as low-density lipoprotein or LDL) by 7-10% in 2-3 weeks. This effect can be further enhanced with a move to a healthy diet and lifestyle.
Becel pro•activ specially formulates its products for people who want to manage their cholesterol by making dietary changes and help to reduce the risk of heart health problems in the future.
Carole says consumers can now be reassured that the science underpinning Flora pro•activ claims has undergone rigorous and independent expert scrutiny by scientists from the European Food Safety Authority.
Consuming Becel/Flora pro·activ spread, milk drink or yoghurt can provide around 2g of plant sterols per day. Clinical studies show that, for those who follow a healthy diet, this level of plant sterols can reduce LDL – bad – cholesterol by about 10-15% within a few weeks.
