Nurture Promotes Oats for Heart Health

Nurture Promotes Oats for Heart Health

DEVON, Pa.A new researchreport prepared by the Natural Marketing Institute (NMI) for Nurture Inc. showed63 percent of consumers managing their cholesterol selected oat-basedingredients as their top choice for cholesterol reduction, compared to 37percent opting for soy, 26 percent selecting omega-3s and 4 percent looking toplant sterols. In addition, consumers overwhelmingly preferred the health claim,Helps Lower Cholesterol, to the structure-function claim, HelpsMaintain Healthy Cholesterol Levels.

Nurture is the supplier of OatVantage, an all-natural,highly concentrated oat bran ingredient that contains 54 percent beta-glucan.

With 100 million Americans having elevated cholesterol,there is a strong base of consumers looking for heart-healthy messages onproduct labels, said Griff Parker, chief executive officer. As a highlyconcentrated oat bran product, just 1.4 g of OatVantage qualifies for use of thehealth claim on the label.

For more information, visit www.oatvantage.com or Booth #1548at SupplySide West.