Holista Launch Heart Choice Plant Sterols Supplement

15/02/07 Holista Health, one of Canada's leading sources for health enhancing nutritional supplements, is targeting aging baby boomers with its new Heart Choice Cholesterol Formula, soft gels containing natural and clinically proven plant sterols.

"Using the latest science and technology we continue to prove what natural healers have known for years," said Don Bird, president of Holista Health Canada. "The cholesterol-lowering potential of plant compounds has been recognized for more than 50 years, but health authorities are just now acknowledging the role these plant elements called sterols play in promoting heart health. In fact, the FDA in the US has authorized a health claim associating plant sterols with reduced risk of heart disease."

Holista Cholesterol Formula, is the first nutritional supplement in the Canadian market to carry the Heart Choice brand on its label, a heart-health ingredient from Cognis Nutrition & Health, the world's leading producer of sterols and sterol esters. The Heart Choice Cholesterol Formula may be purchased at most pharmacies and grocery retailers across Canada. Consumers can learn more at www.heart-choice.com or visit www.holista.ca.

"Together with Cognis, this co-branding effort is an important first step in helping aging baby boomers who want to live longer, healthier lives and reduce their risk of heart disease," Bird explained. "Canadians have been relying on Holista for more than 40 years and we are pleased to keep introducing proven health products that can enhance their lives. The Heart Choice Cholesterol Formula, as part of a healthy lifestyle that includes exercise and a reasonable diet, can provide inexpensive 'insurance' for those of us interested in living longer healthier lives."

According to Canada's Centre for Chronic Disease Prevention and Control, "cardiovascular disease (heart disease and stroke) is the leading cause of death of over one-third of Canadians. It not only affects the elderly but is also the third leading cause of premature death under age 75. The number of elderly Canadians and the number of deaths due to stroke and ischemic heart disease are increasing at a similar rate, a trend that is expected to continue for the next fifteen years.

Laura Troha, Marketing Manager for Cognis' Heart Choice stressed that more needs to be done in the battle against heart disease. As part of its recommendations to prevent heart disease, the American Heart Association advocates improving and maintaining healthy cholesterol levels and eating a diet rich in vegetables, fruit and whole-grain foods.

"Unfortunately, concentrated levels of sterols are often associated with high-fat foods, and health-conscious consumers limiting their fat intake may omit these foods from their diets. So, many consumers miss a significant source of sterols, creating a need for supplementation." Ms.Troha pointed out that Heart Choice is natural and safe, and has been clinically proven to lower cholesterol an average of 10%, without side effects." Holista Health Inc. is a privately held natural health products manufacturer and distributor,with laboratories, manufacturing and distribution facilities in British Columbia, Canada.