Here’s the evidence – Facts to Love Your Heart

Unbeatable power to lower cholesterol absorption
The effect of Flora pro-activ on cholesterol absorption cannot be beaten by any other foodⁱ.

Just 1 rounded tablespoon of Flora pro-activ a day is all you need to lower cholesterol absorption by an average of 10% in 3 weeks, plus an additional 5% when also moving to a healthy dietⁱⁱ.

This is twice the effect on cholesterol absorption as eating 3 bowls of
oats (3 x 27g serves uncooked), and 10 times the effect of 30g of olive oil^iiiiv.

To get the same amount of plant sterols in one rounded tablespoon of Flora pro-activ, you would need to drink 625ml (about 3 glasses) of plant sterol milk^v.

All-round value
Flora pro-activ is great value at less than 50 cents per day^vi. It only takes a little change to make a big difference.

Scientifically proven
Flora pro-activ’s effect on cholesterol absorption has been proven in over 40 clinical studies.

Versatile and easy to include every day
One rounded tablespoon of Flora pro-activ is versatile and easy to include every day. It can be spread on bread or toast, melted over your vegetables or used in baking.

Not all foods have the same effect on cholesterol absorption:
There are many heart-healthy foods, but not all of them have the same effect on cholesterol. Foods like oats, olive oil and oily fish are commonly thought to lower cholesterol, but no food lowers cholesterol absorption more than Flora pro-activ.

Plant sterol-enriched foods like Flora pro-activ are the most effective dietary strategy to lower cholesterol absorption, and can have an even greater effect when combined with a healthy, balanced diet low in saturated fat and an active lifestyle^vii.

Flora pro-activ contains healthy unsaturated fats in abundance plus the proven benefits of plant sterols to help lower cholesterol absorption.

The claim 'cholesterol free' doesn't mean the food has an effect on your own cholesterol.

Oat products actively use cholesterol re-absorption lowering claims, but eating 3 bowls of oats a day will only give half the results of one rounded tablespoon of Flora pro-activ^viii. A more realistic one bowl a day of oats will have even less of an effect.

While olive oil is a 'good oil' that’s rich in monounsaturated fats, Flora pro-activ is ten times more effective in lowering cholesterol absorption^ix.

And although fish is certainly a healthy food for the heart, it actually has no effect on cholesterol.

References:
ⁱ Katan MB, Grundy SM, Jones P, Law M, Miettinen T, Paoletti R for the Stresa Workshop Participants. Efficacy and safety of plant stanols and sterols in the management of blood cholesterol levels. Mayo Clin Proc 2003; 78:965-978.
ⁱⁱ Clarke R, Frost C, Collins R, Appleby P, Peto R. Dietary lipids and blood cholesterol: quantitative meta-analysis of metabolic ward studies. BMJ 1997; 314: 112-117
ⁱⁱⁱ 15. Ripsin CM, Keenan JM, Jacobs DR, Elmer PJ, Welch RR, Van Horn L, Liu K, Turnbull WH, Thye FW, Kestin M, et al. Oat products and lipid lowering. A meta-analysis. JAMA 1992; 267:3317-3325.
^iv Mensink RP, Zock PL, Kester ADM, Katan MB. Effects of dietary fatty acids and carbohydrates on the ratio of serum total to HDL cholesterol and on serum lipids and apolipoproteins: a meta-analysis of 60 controlled trials. Am J Clin Nutr 2003; 77: 1146-55.
^v Plant sterol content of Pura Heart Active and Devondale Reduce milks, and Logicol and Yoplait Heart Active yoghurts was obtained from manufacturers websites, March 2009.
^vi Based on value sales MAT 19/04/09
^viiClarke R, Frost C, Collins R, Appleby P, Peto R. Dietary lipids and blood cholesterol: quantitative meta-analysis of metabolic ward studies. BMJ 1997; 314: 112-117.
^viii Ripsin CM, Keenan JM, Jacobs DR, Elmer PJ, Welch RR, Van Horn L, Liu K, Turnbull WH, Thye FW, Kestin M, et al. Oat products and lipid lowering. A meta-analysis. JAMA 1992; 267:3317-3325.
^ix Jenkins DJA, Kendall CWC, Axelson M, Augustin LSA, Vuksan V. Viscous and nonviscous fibres, nonabsorbable and low glycaemic index carbohydrates, blood lipids and coronary heart disease. Curr Opin Lipidol 2000; 11:49-56.