HEART UK, the Cholesterol Charity, has joined forces with leading cereal producer Mornflake to promote a healthy diet and ways to lower cholesterol.

Mornflake have launched a range of foil-packed ready to eat cereals including Granola, Muesli and Crisp which have been approved by HEART UK as cholesterol-lowering foods.

The Mornflake Oatbran range aims to highlight the benefits of Oatbran in a healthier lifestyle and HEART UK Dietitian Linda Main said: “Oatbran is an important element of a diet low in saturated fat and, coupled with a healthy lifestyle, it can help actively reduce cholesterol. One 40g serving of Oatbran provides a third of the recommended daily intake of beta glucan – the soluble fibre that helps prevent cholesterol absorption.”

HEART UK will be appearing with Mornflake at the BBC Good Food Show at the Birmingham NEC 13-16 June sampling the Mornflake Oatbran range and giving advice on cholesterol issues.

Mornflake Spokesperson Richard Jones said: “Mornflake are passionate about healthy eating and we’re keen to spread the message of the importance of Oatbran in our daily diet. We should know because we’ve been aware of the great benefits of Oatbran for the past three centuries!”

Oatbran is derived after the inedible outer husk of the oat is removed, leaving the 'groat', whose outer layer contains the bran, hence the name Oatbran, with part of the process a 'Mornflake' family secret.

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NOTES TO EDITORS

HEART UK was formed in 2002 following a merger of The Family Heart Association (FHA) and the British Hyperlipidaemia Association (BHA).

HEART UK - The Cholesterol Charity - promotes healthy hearts and better lives by:

· helping and supporting individuals, families and health professionals to understand and control cholesterol conditions and other heart risks

· promoting education and research to improve identification, prevention, treatment and care of cholesterol and lipid conditions

· working in partnership with government, the NHS, industry and other charities

· promoting best practice in addressing inherited and non-inherited cholesterol conditions

Two thirds of adults in the UK have raised cholesterol. Over 120,000 people in Britain have a form of inherited high cholesterol called Familial Hypercholesterolaemia (FH) which can cause premature death as those as young as 30 – and only 15% of those with the condition are known.

About Mornflake

Reportedly the 8th oldest company in the UK (source: realbusiness.com), the Lea family can trace their milling roots back to 1675 when they first started milling at Swettenham Mill near Congleton in Cheshire. The Mornflake brand was created in 1941.

With expertise and skills handed down from fathers to sons and over 330 years of milling experience, Mornflake produces what is probably the finest range of oat cereals available today, winning international gold medals for the quality, purity and consistency of our oats year after year.

People wishing to find out more about FH should contact: HEART UK on the helpline - 0845 450 5988, or visit www.heartuk.org.uk

For media inquiries please contact:

David Alexander, Calacus PR on 07802-412424 or david.alexander@calacus.com OR

Kourtney Shaw, Calacus PR on 07731-769269 or kourtney.shaw@calacus.com OR

Gemma Mejer, Calacus PR on 07730-766195 or gemma.mejer@calacus.com