Cardiovascular disease (CVD) is the leading cause of death worldwide – more than any other disease – and is responsible for over 160,000 deaths across the UK every year (one death every three minutes). Yet over half of Brits unwittingly have too much ‘bad’ cholesterol, also known as LDL-cholesterol, in their blood.
High cholesterol is a key risk factor in the development of coronary heart disease. A staggering 7.6m people in the UK are living with CVD, with numbers set to rise as the population ages. One in eight men and one in 15 women in the nation will now die from coronary heart disease (CHD) – considerably higher than other nations including Japan, France, Spain, Italy, and Norway.
High cholesterol can be easily detected with a simple test and managed through lifestyle and clinical interventions. The UK’s only cholesterol charity, HEART UK and leading cholesterol-lowering brand Benecol® is on a mission to support heart health. Benecol® products are the only range of foods to contain plant stanols which are shown to lower cholesterol. A daily intake of 1.5 to 2.4g of plant stanols lowers cholesterol by 7-10% in just two to three weeks.
As part of this mission, Benecol® has extended its partnership with HEART UK to educate customers on the issues associated with high cholesterol levels. The partnership will see the HEART UK logo across the whole Benecol® range from its top selling yogurts to its spreads. In order to achieve the accreditation a company must submit a detailed dossier of nutritional, scientific and regulatory information that supports the cholesterol lowering benefits of that food. They also need to explain how they intend to use the logo and explain why they want to work with HEART UK. This ensures that foods approved by HEART UK have a proven heart health and/ or cholesterol benefit and are also aligned with HEART UK’s vision, ethics, ethos, and standards.
Based on the information presented, PAWG will make their decision as to whether the product is approved. This strict, due diligence process ensures customers can be confident in choosing foods that have a known benefit in helping manage cholesterol as part of an overall healthy diet and lifestyle.
Lynne Garton, dietetic adviser, HEART UK commented: “We’re thrilled to be working with Benecol® to help those affected by cholesterol. HEART UK only works with brands who share the same values and vision as us so seeing the HEART UK approved product logo on Benecol® gives you the confidence in the heart health and cholesterol lowering claims on the pack. Together with eating healthier and staying active, adding these products to your regular shopping can help towards managing your cholesterol.”
“Any partnership we have with a company is not just about using our logo on the packaging; it’s a connection that amplifies our shared commitment to making a positive impact”
Paula Nelms from Benecol® said: “Seeing the HEART UK approved product logo on Benecol® roducts gives customers the confidence in the cholesterol lowering claims on our packs. It provides that immediate reassurance for consumers who are concerned about their heart health- this is an approved and endorsed, cholesterol-lowering product. At Benecol® we are committed to raising awareness of this issue with HEART UK. Once a high cholesterol diagnosis has been made, there are many things we can do, from simple diet switches to regular exercise and stress management measures, to ensure high cholesterol is brought under control to a safe level.”
High cholesterol can be easily detected and managed through lifestyle and clinical interventions; the UK’s only cholesterol charity, HEART UK and Benecol® is on a mission to support heart health, encouraging the nation to get tested and find out their LDL-cholesterol number.
As well as the logos on pack, there will be a targeted PR, social and influencer marketing programme to drive awareness and educate the nation on this silent killer. Together with eating healthier and staying active, adding these products to your regular shopping can help towards managing your CV and heart health.
