Kellogg unveils broad line of anti-cholesterol foods

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Kellogg Co., Battle Creek, Mich., unveiled Ensemble, its long-awaited functional food line, and said "Life your way" will be the brand's advertising tagline. Ensemble will be test marketed across seven food categories, including frozen entrees and potato crisps, in March. Planned for rollout in 1999 and initially marketed in the Midwest, the psyllium-based line "is the first family of great-tasting foods with soluble fiber that is proven to lower cholesterol," said Dr. William Mayer, president of Kellogg's Ensemble Functional Foods Division.

Kellogg wouldn't comment on ad plans, which will include TV and print aimed at consumers. Y&R Advertising, New York, handles consumer communications and Y&R's Sudler & Hennessy division handles professional communications. In addition, Ensemble will make available by telephone and Internet a "personal health coach" for consumers with cholesterol problems. The company wouldn't supply details of how that will be implemented.

Psyllium was the ingredient in Kellogg's Heartwise cereal in the 1980s, a product that was renamed Fiberwise and subsequently pulled from market. This time around, however, Kellogg can make health claims, since the U.S. Food & Drug Administration in February gave approval for cholesterol-reduction claims for psyllium.

Copyright November 1998, Crain Communications Inc.

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