ASA have looked at both Flora pro.activ and Benecol's claims in certain consumer materials. Unilever Bestfoods welcomes the independent review by ASA yesterday, which confirms that when eaten with a healthy diet, Flora pro.activ can effectively reduce LDL-cholesterol by an average of 10-15%. The ruling concluded that a 10% LDL reduction would be achieved by those already on a low-fat diet, but for those moving to a healthy diet and using Flora pro.activ, a 15% reduction would be seen.