MORNFLAKE has teamed up with a national charity to help prevent premature death caused by high cholesterol.
The partnership with HEART UK - The Cholesterol Charity - aims to raise awareness of good food choices which can help reduce the risk factors, such as high cholesterol and high blood pressure, associated with heart attacks and strokes.
The 'Love Your Heart' logo, underpinned by the cholesterol charity's approval of Mornflake products, is now appearing on the firm's oat and oatbran products sold in supermarkets across the country.
And Mornflake staff who raise money for various charities with dress down days, are now planning a red 'Treat your Heart' day with proceeds going to the charity during National Cholesterol week, October 14th-20th.
Jules Payne from HEART UK said:
"We are delighted to have the support of Mornflake and their employees. They are a great team to work with and we hope this is the first of many such initiatives.
"We approve a range of mornflake products because of the positive contribution that oats and oatbran can make to a healthy diet. It's great to see oats in so many different formats. There's a Mornflake product which will appeal to every type of consumer."
Mornflake's range of foil packed oatbran cereals provide at least third of the optimum daily 3g of oat beta glucans needed to lower blood cholesterol.
Delicious at any time of the day, the cereals including Granola, Muesli and Crisp have become top-sellers since their launch last year.
Marketing manager Richard Jones said: "Research shows raised cholesterol levels can lead to cardiovascular disease.
"Most people know that high cholesterol and unhealthy lifestyle can trigger a stroke or heart attack but remain unaware of simple foods that can help them reduce cholesterol.
"Oats and Oatbran are everyday ingredients that can actively help and are easy to include in the diet."
He added: "Mornflake is passionate about healthy eating and is keen to spread the message of the importance of oatbran in our daily diet.
"Teaming up with HEART UK was the natural fit for us as a company specialising in healthy food choices for three centuries."
Learn more about the benefits of oats at the Nantwich Show on July 31st when Mornflake staff will hand out samples from the firm's vintage-style van.
Tips on lowering cholesterol can also be found by visiting www.heartuk.org.uk