Cholesterol unfriendly Flora Pro.activ has been helping Van den Bergh Foods take a larger slice of the yellow fats sector since its launch in August. Made from cholesterol-lowering plant sterols, it is now outselling its nearest competitor two to one. The company says 20g of the spread a day will help reduce cholesterol levels by 10%-15% in three weeks as part of a healthy diet. Available in 250g and 500g tubs, the launch was supported by £10m of VdB marketing muscle. {{MARKETING }}