Emmi UK is adding to the growing line-up of dairy products with added health benefits with miniCol, a cheese product that lowers cholesterol.
It is a healthy alternative to Cheddar, containing vegetable oil in the place of dairy fat and cholesterol-lowering plant sterols.
The launch is supported with a £500,000 marketing investment in national, consumer and online press. A dedicated website is also being set up to support the product.
The 195g block cheese is currently going into the multiples and will be available in Sainsbury from mid-October.
Stephen Kimber, of Emmi UK, said: “With more and more cholesterol products on the market, and more of the population reducing cholesterol levels, we aim to reach sales of £2m by the end of 2006.”