Cholesterol lowering cheese set to make millions

Dairy firm Emmi UK is branching into the cheese market with Minicol, a cholesterol-lowering substitute for cheddar cheese. Minicol is made using the same technique as cheddar, but has the majority of dairy fat removed and replaced with vegetable oil. The oil is high in polyunsaturated fat and plant sterols, both of which are proven to reduce cholesterol, says Emmi.

The product is aimed at people with high cholesterol levels who want to reintroduce hard cheese back into their diets. It can be eaten on its own, or incorporated into traditional cheddar dishes, such as macaroni cheese or a creamy gratin.

“Minicol’s launch is the result of years of careful planning to ensure the taste, positioning and proposition are all right and meet the market demands,” says Emmi UK’s Stephen Kimber. “With the vast majority of consumers now looking to actively reduce cholesterol levels, there is a clear opening in the market for functional foods that deliver on health, but also ones that are easily incorporated into everyday lifestyles,” he adds.

“With more and more cholesterol products coming on to the market, and more of the population actively looking to reduce their cholesterol levels, we aim to reach sales of £2m by the end of 2006, and put the taste of cheese firmly back on the menu for people with high cholesterol,” says Kimber.

Minicol is available in 195g blocks at selected branches of Asda, Waitrose, Morrison and Sainsbury.