Kellogg is to spend GBP1.1m (US$1.7m) on its Optivita cereal brand in the UK in a bid to gain a greater share of the cholesterol management food category.

The cereal giant has brokered a partnership with UK cholesterol charity Heart UK and has launched a new Optivita variety - Nut Oat Crisp.

The deal will see the charity's 'stamp of approval' appear on all Optivita cereals and feature in marketing activity.

The TV campaign and on-pack promotion will go live later this month and will feature the brand's spokesperson, celebrity chef Aldo Zilli.

The latest Optivita variant contains oat flakes, hazelnuts and almonds and is being stocked by Sainsbury's and Morrisons priced from GBP2.59.

Laura Bryant, Optivita brand manager, said: "An ageing population means health issues like raised cholesterol are set to become more high profile and, for many, the first step to managing this condition is looking at the food they eat.

"Grocers looking to capitalise on cholesterol management need to stock food products which deliver on their commitment to health-conscious consumers and which are backed by a recognisable brand."

Since its launch in August 2006, Kellogg has invested GBP20m in its Optivita brand.