Health Canada has recently permitted a new health claim linking the consumption of psyllium fibre to a reduction of blood cholesterol. A sample claim is: “Psyllium fibre helps lower cholesterol, a risk factor for heart disease. 1 cup (30 g) of Brand X cereal with psyllium supplies 50% of the daily amount of fibre shown to help lower cholesterol.” The “daily amount” is 7 g of psyllium fibre. To make this claim, the food must contain at least 1.75 g of psyllium soluble fibre per serving size as well as meet other specific nutrient criteria.
According to Health Canada, increased psyllium intake could be beneficial for adults who have normal or high blood cholesterol levels. Psyllium is a grain similar to wheat and oats, and is a concentrated source of soluble fibre.
Implications for your business: Only a few breakfast cereals currently contain psyllium fibre, but you can bet we’ll be seeing more psyllium-containing products hit the grocery shelves soon. For more information, read http://www.hc-sc.gc.ca/fn-an/label-etiquet/claims-reclam/assess-evalu/psyllium-cholesterol-eng.php