SmartHeart Concept

High blood cholesterol level is a main risk factor for coronary heart diseases (CHD). The SmartHeart product concept is based on the active and natural soluble fiber in oat bran (Oat ß-glucan). The daily intake of 3 g oat ß-glucan (0.75 g per serving) has , in numerous clinical trials over the last two decades, been proven to significantly reduce cholesterol levels. This has been affirmed by the allowance of approved health claims in the US, UK, Netherlands, Switzerland and Sweden, associating the consumption of soluble fiber from oats and oat bran, to the reduction of cholesterol and decreased risk of CHD.The SmartHeart concept, with the inclusin of OatWell oat bran, offers a wide range of reliable food product applications applying to consumer's current eating habits.

Functional Properties

Oat ß-glucan helps reduce blood cholesterol levels by increasing viscosity in the intestines. The viscosity reduces the reabsorbing of bile acids into the digestive tract, which are therefore excreted. As less bile acids are absorbed into the bloodstream, less are available for the synthesis of cholesterol - hence, the level of blood cholesterol is reduced.

Target customers

. Health-conscious consumers
. Consumers with elevated cholesterol levels
. Consumers with additional CHD risk factors.

Please see Mechanism of action, cholesterol control under science for more information of how SmartHeart work.

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