Essentials of Food Science: Sanitarium Weet-Bix Cholesterol Lowering Cereal

This report discusses the Sanitarium Weet-Bix Cholesterol Lowering cereal, its ingredients, manufacturing process, packaging, and innovations. It also explores how the product addresses issues related to high cholesterol and promotes heart health. The report concludes with a discussion of the future opportunities of this innovative product.

Essentials of Food Science 1
Essentials of Food Science
Name:
Course:
Institution
Instructor:
Date:
Word Count: 1529

Essentials of Food Science 2
Essentials of Food Science
Table of Contents
Introduction......................................................................................................................................3
Product and Key Definitions........................................................................................................3
Target Group and Market Trends.................................................................................................3
Trends Driving Innovation...........................................................................................................4
Issues Addressed..........................................................................................................................4
Product and Ingredients...................................................................................................................5
Process.............................................................................................................................................5
Packaging.........................................................................................................................................6
Innovation........................................................................................................................................7
Packaging and Innovations..........................................................................................................7
Healthy Claims.............................................................................................................................7
Cholesterol Reduction..................................................................................................................8
Future Opportunities........................................................................................................................8
Conclusion.......................................................................................................................................8

Essentials of Food Science 3
Introduction
Product and Key Definitions
Sanitarium’ Weet-Bix Cholesterol Lowering cereal is a new product in the Australian
market that has attracted huge number of people who use the cereal for breakfast. The Weet-Bix
Cholesterol Lowering cereal is the original product in Australia to harness plant sterols to
efficiently lower the levels of cholesterol over a period of four weeks with just two biscuits taken
on a daily basis. The new cereal has been clinically proven to lower the levels of cholesterol up
to 9 per cent in four weeks13. Unlike other Weet-bix products that has been nutritious staple for
many years; the novel brand makes it simpler than many years ago for many people in Australia
to manage their heart health8. The health claims of the Weet-Bix Cholesterol Lowering have
received permission in the Food Standards Code to comprise augmented degree of plant sterols
in cereals through the approval of Food Standards Australia New Zealand (FSANZ) 3.

Essentials of Food Science 4
Target Group and Market Trends
Many people in Australian are more than ready to embrace health food innovations that
lower their level of cholesterol like the Weet-Bix Cholesterol Lowering cereal from Sanitarium.
According to a study carried out by Sanitarium, one in three adults in Australia requires to take
charge of their levels of cholesterol for their heart health. The study also established that two-
thirds of its participants do not have their cholesterol level screened once in every 2 years as
widely recommended by health professionals9. Many Australians are currently complacent
regarding their level of cholesterol, with around 64 per cent of consumers requiring cereals
because of the fibre content. The majority of the consumers affected by the high level of
cholesterol in Australia are 45 years and above, placing them in a high-risk group11.
Trends Driving Innovation
The launch of the new product came at a moment when disturbing statistical reports show
Australians’ cholesterol contentment. In a countrywide survey 1,000 people in Australia
launched by Sanitarium besides carried by Galaxy Research showed that 64 per cent of
participants disclosed that they did not have their cholesterol level screened once in every 2
years. High cholesterol is one of the primary risk factors for cardiovascular diseases with an
approximated 46 per cent of heart mortalities in Australia being linked to high levels of
cholesterol. Therefore, individuals with high levels of cholesterol should manage their heart
health through healthy balanced diet along with lifestyle and dietary intervention4.
Issues Addressed

Essentials of Food Science 5
This report will detail Sanitarium Weet-Bix Cholesterol Lowering ingredients and
functions , the process of manufacturing, packaging, and product’s innovation that comprise
ingredient health claims and use of advanced packaging and processing methods.
Product and Ingredients
The Sanitarium Weet-Bix Cholesterol Lowering is one of the leading breakfast cereals in
Australia that has been manufactured to lower the level of cholesterol. The new brand is believed
to be the primary breakfast cereal brand in the nation to exploit sterols from plants to efficiently
lower the level of cholesterol by 9 per cent over a period of four weeks with only two biscuits
(single serve) taken on a daily basis. This new brand is made of 2 grams of plant sterols from
plants in a single serve or two biscuits. The two grams is the RDA to lower the level of
cholesterol. The product is a breakfast cereal made of wheat grain (88 per cent) and sterol (5%)
and other ingredients that include vitamins (thiamine, foliate, riboflavin), antioxidants (mixed
tocopherols, ascorbyl), barley malt extract, mineral (iron), raw sugar, salt, as well as water12. The
plant sterols as primary ingredient of the product are naturally occurring substance that lowers
LDL cholesterol through lowering the intake of cholesterol in the digestive system. The sugar is
added to the cereal to increase sweetness, develop the needed colour along crispiness, and
stabilize the added fortified ingredients. The minerals and vitamins are added to increase the
nutrients level and replace the nutrients lost during processing5.
Process
The wheat whole grain is received, checked plus cleaned, then crushed amid huge metal
rollers to remove the outside layer of bran. Thus, the resultant product can be ground more thinly

Essentials of Food Science 6
into flour. The whole grains are blended with plant sterol esters, vitamins (thiamine, foliate,
riboflavin), antioxidants (mixed tocopherols, ascorbyl), barley malt extract, mineral (iron), raw
sugar, salt, as well as water in a huge rotating pressure cooker for 20-30 minutes. During this
process, temperature, time, plus rate of rotation differ with the kind of grain being cooked14.
The next phase is to move the cooked whole grain to a conveyor belt that passes via a
drying oven. Hence, the process is designed to reduce the moisture content (16-20 per cent) of
the resultant product and enough water still in the already cooked grain. This will lead to a soft,
firm mass that may be shaped to the desirable shape.
The cooked whole grains are permitted to cool for some hours, steadying the moisture
level of each grain. Thus, this procedure is called tempering. Thus, the tempered whole grains
are flattened amid big metal rollers with huge pressure. Thus, the resultant flakes are transmitted
to ovens in which they are tossed in a flash under extreme hot air to eliminate the residual
moisture whereby to toast them to a wanted colour along with flavour 6(164).
The final step is adding coatings, where after shaping the product into desirable shapes;
the muesli can be encrusted with different flavours, vitamins, sweeteners, like food colours, fruit
juices, along with preservatives. In addition, the frosting is employed through spraying chunky,
scorching syrup of sugar on the resultant product carried out in a rotating drum.
Packaging
The cereal is packaged in outer carton box and has also inner lining material. The cereal
is packaged in sealed, waterproof material (inner liner) within the cardboard boxes to safeguard
them from ruining. The packaging materials convey information to the client to recognize the

Essentials of Food Science 7
use, storage instructions and disposal of the product and needed Food Standards information.
The packaging protects the product form tampering, spoilage and degradation in the time of
transport and distribution, handling and display supermarkets; as well as acts like marketing and
product identification tool2.
Innovation
Packaging and Innovations
Sanitarium has continued to play a leading role in innovation towards packaging of the
Weet-Bix Cholesterol Lowering towards promoting sustainability and environmental protection.
The company considers that consumers across Australia need access to clear, more expedient
nutrition information to assist support knowledgeable food purchasing choices15. This is achieved
through effective packaging labelling. Thus, the Sanitarium Development and Innovation (SDI)
facility offers professional and scientific, as well as engineering assistance in many ways, which
include packaging requirement. The packaging has been designed in a way that the cardboard
box can easily discompose as it is biodegradable that will not harm the environment10.
Healthy Claims
The majority of breakfast cereal products that features cholesterol lowering claims to
attain this via integration of oat beta glucan, such as sterols, gains from accepted cholesterol
decline arguments in the European Union (EU)1. The Weet-Bix Cholesterol Lowering has
attracted huge support because of it claims that the product has towards assisting the Australians
live a healthy live. The product has received an outstanding support from the Heart Foundation
because of its capability to lower the level of cholesterol by 9 per cent13 (119). The heart

Essentials of Food Science 8
Foundation recommends the 2 grams of plant sterols per serve as an efficient and easy means to
reduce the level of cholesterol as part of a healthy diet, as well as lifestyle. The product is the
most innovative cholesterol decreasing product that lowers cholesterol, which is a risk factor for
many cardiovascular diseases, such as heart disease1.
Cholesterol Reduction
Sanitarium Weet-Bix Cholesterol Lowering cereal brand is designed to lower the level of
cholesterol among the Australia, thus promoting health aimed at eliminating cardiovascular
diseases, such as heart disease in the population. The cereal product lowers cholesterol of up to 9
per cent in a duration of four weeks, which is clinically proven. Weet-Bix has 2 grams of plant
sterols per single serve that is believed is adequate in lowering cholesterol level through its
functioning in the digestive system. The product is low in sugar, as well as saturated fat with
high content of wholegrain, which is effective in lowering cholesterol10.
Future Opportunities
Sanitarium Weet-Bix Cholesterol Lowering will play a leading function in varied diet
designed in promoting diet full of wholegrain and fibre to lower the level of cholesterol being a
risk factor for cardiovascular diseases (CVDs), such as heart disease. Sanitarium has the prospect
to undertake greater innovation towards improving this innovative product to expand its current
market niche beyond Australia. This will be possible because many people suffer high level of
cholesterol and need foods that will reduce these challenges. The future of the product is
innovation.

Essentials of Food Science 9
Conclusion
The Sanitarium Weet-Bix Cholesterol Lowering has become a popular cereal product
because of its ability to reduce the level of cholesterol. The use of the plant sterol is an important
ingredient that has attracted research into the clinical significance of the product. The market for
this new product in the Australian market is growing at a greater space. Therefore, integrating
the cholesterol-reducing characteristics of sterols from plants into a cereal brand is actually an
innovative ways to overcome challenges of high level cholesterol that cause heart disease.

Essentials of Food Science 10
References
1. AbuMweis SS, Jew S, Ames NP. beta-glucan from barley and its lipid-lowering capacity:
a metaanalysis of randomized, controlled trials. Eur J Clin Nutr. 2010 Dec;64(12):1472-
80. PubMed PMID: 20924392.
2. Arvanitoyannis IS, Van Houwelingen-Koukaliaroglou M. Functional foods: a survey of
health claims, pros and cons, and current legislation. Crit Rev Food Sci Nutr.
2005;45(5):385-404. PubMed PMID: 16130415.
3. Australian Government. Food Standards Australia New Zealand Act 1991 (Cth),
Australia New Zealand Food Standards Code – Standard 1.2.7 – Nutrition, health and
related claims F2016C00161 [Legislation]. Canberra, ACT: Australian Government;
2016 [updated 2016 Mar 1; cited 2018 Oct 07]. Available from:
https://www.legislation.gov.au/Details/F2016C00161.
4. Bernstein AM, Titgemeier B, Kirkpatrick K, Golubic M, Roizen MF. Major cereal grain
fibers and psyllium in relation to cardiovascular health. Nutrients. 2013 May;5(5):1471-
87. PubMed PMID: 23628720. Pubmed Central PMCID: PMC3708330.
5. Cho S. Chapter 1: Functional and Dietary Fibers. In: Cho, S and Samuel P, editors.
Fiber Ingredients: Food Applications and Health Benefits [ebook]. Boca Raton, FL: CRC
Press; 2009 [Accessed 2018 Oct 7].
6. Ferruzzi MG, Jonnalagadda SS, Liu S, Marquart L, McKeown N, & Reicks M.
Developing a standard definition of whole-grain foods for dietary recommendations:

Essentials of Food Science 11
summary report of a multidisciplinary expert roundtable discussion. Adv Nutr. 2014
Mar;5(2):164-76. PubMed PMID: 24618757.
7. Giebel J. Make it a Malt. Prepared Foods. 2015 Jul;184(7):88-90. PubMed PMID:
103625239.
8. Lucio, R. Sanitarium secures special approval for new product. Inside FMCG. [Internet].
2017 Sept 14. [Accessed 07.10.2018]. Available from
https://insidefmcg.com.au/2017/09/14/sanitarium-secures-special-approval-for-new-
product/.
9. McKay, S. Sanitarium launches first cereal product to reduce cholesterol. Coast
Community News. [Internet]. 2017 Sept 21. [Accessed 07.10.2018]. Available from
https://coastcommunitynews.com.au/central-coast/news/2017/10/sanitarium-launches-
first-cereal-product-reduce-cholesterol/.
10. Mellentin, J. Cereal giant’s launch signals niche-focused strategy? New Nutrition.
[Internet]. 2017 Oct 01. [Accessed 07.10.2018]. Available from https://www.new-
nutrition.com/nnbArticle/view/280.
11. National Heart Foundation of Australia. Cardiovascular disease fact sheet [Internet].
Melbourne, VIC: National Heart Foundation of Australia; 2016 [Accessed 2018 Oct 7].
Available from: https://heartfoundation.org.au/about-us/what-we-do/heart-disease-in
australia/cardiovasculardisease-fact-sheet.

Essentials of Food Science 12
12. Osterhues A, Ali NS, & Michels KB. The role of folic Acid fortification in neural tube
defects: a review. Crit Rev Food Sci Nutr. 2013 Sep;53(11):1180-90. PubMed PMID:
24007422. Pubmed Central PMCID: Sep 22.
13. Smith CE, & Tucker KL. Health benefits of cereal fibre: a review of clinical trials. Nutr
Res Rev. 2011 Jun;24(1):118-31. PubMed PMID: 21320383. Pubmed Central PMCID:
PMC3145818.
14. Williams PG. The benefits of breakfast cereal consumption: a systematic review of the
evidence base. Adv Nutri. 2014 Sep;5(5):636S-73S. PubMed PMID: 25225349. Pubmed
Central PMCID: PMC4188247.
15. Wiyers, R. Cholesterol-lowering version of breakfast cereal classic makes Australian
debut. Nutrition Insight. [Internet]. 2017 Sept 21. [Accessed 07.10.2018]. Available from
https://www.nutritioninsight.com/news/cholesterol-lowering-version-of-breakfast-cereal-
classic-makes-australian-debut.html.
16. Ziai S. Chapter 17: Psyllium. In: Cho, S and Samuel P, editors. Fiber Ingredients: Food
Applications and Health Benefits [ebook]. Boca Raton, FL: CRC Press; 2009 [cited 2016
Sep 29]. p. 393-423.

Essentials of Food Science 13