ASA have looked at both Flora pro.activ and Benecol’s claims in certain consumer materials.
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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.
We make this clear to consumers in all our materials and have amended the advertisement to be in line with all other communication on Flora Pro.activ.
Optimum reductions of 10-15% are achieved when Flora pro.activ is used with a healthy diet. As stated in the British Medical Journal (Law, Wold and Thompson, 1994), a reduction in LDL-cholesterol of 10% will reduce the risk of heart disease in 40 year-old males by 50%.
To read more about the ASA ruling, click here.
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