Danisco unveils new weapon in war on cholesterol

Danisco says its new brand of sterols derived from a sustainable pine source is ‘a pure and effective way to keep the heart and arteries in shape’ by lowering levels of LDL cholesterol in the blood through a reduction in cholesterol absorption.

According to the firm, PinVita is easy to formulate and provides food manufacturers potential access to a cardiovascular health claim.

“It is well documented that lowering LDL cholesterol reduces the risk of cardiovascular health conditions,” says Peter Wisler, Danisco business development director. “With PinVita, we provide an ingredient that helps reduce that risk, and it is therefore no exaggeration to say that it comes with ‘science at heart’.

Danisco says it expects the new launch to capture particular interest in emerging health and nutrition markets in Asia, Eastern Europe, Russia and South America.