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Optiva Gets Heart Health Tick

November 10, 2008: 07:29 PM EST
Kellogg has gained the endorsement of UK cholesterol charity Heart UK for its Optiva cereal brand. It plans to spend $1.71 million on a UK marketing campaign to gain a larger share of the market, and has introduced a new variety, containing oat flakes, hazelnuts and almonds. Kellogg has invested $30 million in the brand since it was launched in August 2006. Optiva is available in Sainsbury's and Morrisons in the UK, and is targeted at the aging population increasingly concerned about cholesterol and heart health.
"UK: Kellogg, Heart Charity in Optivita Push", November 10, 2008, © just-food.com
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