Kraft Liveactive Cheese

KRAFT Liveactive Cheese

KRAFT liveactive cheese, Australia's first cheese proven to lower cholesterol*, has been welcomed by Professor Peter Clifton, Head of the Nutritional Interventions Laboratory at Baker IDI Heart and Diabetes Institute.

According to Simon Talbot, Director of Corporate Affairs, Kraft Foods Australia and New Zealand, this latest breakthrough further validates Kraft Foods' commitment to Australian Innovation.
"KRAFT liveactive complements recent successful new product launches such as of Philadelphia Cream for Cooking - a low fat cream alternative and My First Vegemite - Vegemite with a lower sodium content, demonstrating that we are listening and committed to consumers needs".

"As further research is undertaken into food products and healthy dietary requirements, it is our commitment to continue to take practical and positive steps to develop products that consumers can trust," Mr Talbot continued.

KRAFT liveactive cheese is enriched with plant sterols, a substance naturally found in foods such as nuts and cereals, and has been medically proven to block cholesterol absorption.

"When tested in clinical studies, just two slices of KRAFT liveactive cheese or one mini tub of KRAFT liveactive light cream cheese per day was found to reduce blood cholesterol levels by up to 10% in just three weeks for the majority of people with cholesterol levels above the healthy range," said Professor Clifton.

Professor Clifton said there is a wide-body of scientific evidence that shows the inclusion of plant-sterol enriched foods in your diet is a highly-effective way of lowering cholesterol.
"It is a privilege to share my learning's with the public so that they can benefit from the science of good health", he said.

Engaged by Kraft Foods to independently investigate the use of plant sterols in KRAFT liveactive cheese, Professor Clifton is an expert in human nutrition and food science whose commitment to this field is reflected in his long list of achievements.

Awarded a fellowship of the Nutrition Society of Australia in 2009, the co-author of the popular CSIRO Total Wellbeing Diet (over 1 million copies sold) and The CSIRO Healthy Heart Program, Professor Clifton is keen to share his years of scientific research and knowledge with Australia.

But the best part about Kraft Liveactive Cheese is that it still tastes like cheese, so you don't have to sacrifice your enjoyment to improve your health.

KRAFT liveactive cheese can be found in the dairy section of leading supermarkets around Australia. For more information about KRAFT liveactive, visit: www.kraft.com.au/liveactive


*Enjoy just two cheese slices or one mini-tub of cream cheese everyday and reduce cholesterol by up to 10% over three weeks. Individual results are influenced by many factors including age, current blood cholesterol levels and metabolism. The KRAFT liveactive cheese range is specially formulated to lower cholesterol. Enriched with plant sterols, a substance naturally found in foods such as nuts and cereals, KRAFT liveactive cheese has been proven to lower cholesterol levels when above the healthy range*.

When tested in clinical studies, just two slices of KRAFT liveactive cheese or a mini-tub of KRAFT liveactive cream cheese per day was found to reduce blood cholesterol levels by up to 10% in just three weeks for people with cholesterol levels above the healthy range. Plant sterols are very similar to cholesterol in their chemical structure. Because of this similarity, they compete with cholesterol for absorption in the gut and when consumed in sufficient amounts, have been found to block cholesterol from entering the blood stream.

Each serve of KRAFT liveactive cheese provides 1g of plant sterols. With the convenient portion format of KRAFT liveactive cheese enriched with 1g of plant sterols per slice, consuming just two slices of KRAFT liveactive light cheese slices or 1 mini-tub of KRAFT liveactive light cream cheese as part of a daily balanced diet has the ability to reduce cholesterol levels by 10% in just 3 weeks*.

KRAFT liveactive cheese also has the lowest fat per serve compared to spreads and milk products enriched with plant sterols on the Australian market (as of August 2010) Two serves, containing the recommended amount of 2g of plant sterols per day, provides less than 5g of fat.

* Individual results are influenced by many factors including age, current blood cholesterol levels and metabolism