Kellogg brought cholesterol-lowering claims to the cereal aisle in the form of Optivita as part of its ongoing plans to raise the category's health credentials. Salt and sugar levels of breakfast cereals once again came under criticism this year but Optivita, which contains no added salt and is low in saturated fat as well as helping to lower cholesterol, is a point scored for the industry. Using actor Ray Winstone as an ad frontman to promote the cereal to men notoriously averse to healthy foods was a great touch, too.