US grocer Kroger Co. has launched milk designed to reduce cholesterol.


The company has launched the fat-free milk under its Active Lifestyle in-house brand. The milk contains CoroWise plant sterols, ingredients recognised as holding cholesterol-lowering properties.


“The war against high cholesterol just got stronger and easier,” said Linda Severin, vice president of corporate brands at Kroger. “As part of a heart-healthy diet, people can enjoy the additional benefits of one of their favourite beverages and reduce their cholesterol.”


The milk will be sold in a half-gallon size in Kroger’s family of stores across the US, including Ralphs, Fred Meyer and Food 4 Less.