US grocer Kroger has launched a fat-free milk designed to reduce cholesterol under its Active Lifestyle in-house brand. The milk contains CoroWise plant sterols, ingredients recognised as holding cholesterol-lowering properties.

“The war against high cholesterol just got stronger and easier,” says Linda Severin, vice president of corporate brands at Kroger. “As part of a heart-healthy diet, people can enjoy the additional benefits of one of their favourite beverages and reduce their cholesterol.”