Shoppers at Waitrose can pick up a free sample of Mornflake porridge as part of the company's bid to support a life-saving charity drive.
Mornflake works with HEART UK to raise awareness of leading a healthy lifestyle and making the right food choices to lower cholesterol.
The 'Love Your Heart' logo, as approved by the cholesterol charity, appears on Mornflake's oat and oatbran products sold in supermarkets up and down the country.
Marketing spokeswoman Catherine Sadler said: "Research shows raised cholesterol levels lead to cardiovascular disease.
"Most people know they can trigger a stroke or heart attack but remain unaware of everyday foods that can help reduce cholesterol.
"Oats and oatbran are everyday ingredients that can help reduce cholesterol. Our effort at Waitrose is just a small way of supporting the campaign and raising its profile locally. The store, which stocks our products, is very supportive."
Research shows about three out of every five people in the UK have raised or abnormal levels of blood cholesterol which counts for half of all heart attacks and increases the risk of stroke, angina and other circulatory diseases.
HEART UK President Dame Judi Dench said:
"With many people having high cholesterol, raising awareness of this silent killer is so important."
Mornflake ambassadors will be handing out samples throughout National Cholesterol Week, October 14th-20th.