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

Essentials of Food Science 1
Essentials of Food Science
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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