A staggering 50% of Australian adults have higher than recommended cholesterol levels, a figure that has shown little sign of improvement in 30 years and a far cry from the healthy Australian lifestyle we like to portray as a nation.

Flora pro-activ, a proud sponsor of The Biggest Loser 2010, has launched an initiative this month, inviting everyone with higher than recommended cholesterol to embark on a Biggest Loser quest of their own - to lower their cholesterol absorption with the Flora pro-activ 3 Week Challenge online. By simply incorporating one rounded tablespoon of Flora pro-activ into your diet each day as part of a healthy lifestyle, you can reduce your cholesterol absorption in just three weeks. So it�s a tasty and easy way to a healthier heart.

Accredited Practising Dietitian, Nicole Senior, agrees that our nation�s heart health needs improvement and the food we choose is crucial. �The Flora pro-activ 3 Week Challenge contestants aim is to adopt a healthy lifestyle which will help their heart health significantly - but the quality of the food they eat is really important. The contestants will be learning about food that�s packed with nutrition and natural health benefits, including benefits for cholesterol levels and heart health.�

Visitors to www.thebiggestloser.com.au/heart-health.htm can follow the progress of real people during their Flora pro-activ 3 Week Challenge, and take the challenge themselves.

Nicole Senior takes the challengers through the process and invites others to do the same.

�Doing the Flora pro-activ 3 Week Challenge online is a great way to get motivated and to take a step to a healthier heart. After all, including one rounded table spoon of Flora pro-activ every day in to a healthier diet & being more activ is easy compared to what The Biggest Loser contestants will endure! - and it�s more achievable by the average person in real life� says Nicole.

Studies have proven that plant sterols lower cholesterol by reducing the absorption of cholesterol in the gut . The plant sterols in just 1 rounded tablespoon of Flora pro-activ a day lowers cholesterol absorption by 10% in 3 weeks , and with continual use you can not only lower your cholesterol absorption but help keep it down over time.

It�s time Australia improved its performance when it comes to cholesterol. Anyone with higher than recommended cholesterol level is encouraged to join the Flora pro-activ 3 Week Challenge online at: http://www.thebiggestloser.com.au/heart-health.

10 TIPS � EATING FOR A HEALTHY HEART 1. Switch from butter � make the swap from butter to a margarine spread such as Flora pro-activ. It�s got 65% less saturated fat than butter. That�s good news for your heart.

2. Go for plant sterols - If cholesterol is a problem for you, plant sterol enriched foods, like Flora pro-activ can help. Just 2g of plant sterols a day (equivalent to one rounded tablespoon pro-activ) is needed to reduce cholesterol absorption by 10% in just three weeks as part of a healthy lifestyle.

3. Keep the good fats � people watching their calories often end up cutting out all fat which includes the good fats. There�s room in an energy controlled diet for good fats from oils, margarine spreads, nuts, fish and other foods like avocado.

4. Cook smart � avoid cooking in butter or ghee which are high in saturated fat. Instead, use small amounts of oils like sunflower and olive, or margarine spreads. Margarine spreads like Flora Salt Reduced and Flora pro-activ can be used instead of butter for most cooking and baking.

5. Trim the fat � The skin and fat on meat is high in calories and �bad� saturated fat. Choose lean, skinless cuts and trim all visible fat before cooking.

6. Keep active � 30 min of exercise most days is needed for good health. Keep motivated by joining a gym, exercising with a friend and choosing something that you enjoy � that way you�re more likely to stick to it.

7. Don�t skip breakfast � the most important meal of the day gives your body the fuel it needs to kick-start your metabolism and you�re less likely to snack mid-morning. If you don�t like cereal, try wholegrain toast with a boiled egg or a fruit smoothie.

8. Snack smart � There�s nothing wrong with snacking as long as you choose the right snacks. Instead of the king size chocolate bar try a skim hot chocolate, swap your muffin for a piece of fruit toast or go for a handful of nuts instead of potato chips.

9. Eat more fish - Try to have oily fish at least twice a week. It�s contains omega-3, an essential polyunsaturated fat which is good for your heart. Oily fish include mackerel, sardines, tuna, salmon and trout.

10. Go veggie for a day � try a vegetarian meal one night each week. Reducing the amount of meat you eat can help reduce your saturated fat intake. There are great recipes using tofu or legumes like lentils, kidney beans and chick-peas. Try one today!

http://www.thebiggestloser.com.au/heart-health

Flora pro-activ Proud Sponsor of The Biggest Loser

INTERVIEWS AVAILABLE ON CHOLESTEROL AND HEART HEALTH

To arrange an interview, or for further information, please contact Publicis Life Brands:

�Emma Norgrove emma.norgrove@publicislifebands.com.au Ph: (02) 9006 2941 M: 0405 507 556

�Natasha Ciesielski natasha.ciesielski@publicislifebrands.com.au Ph: (02) 9006 2943 M: 0407 683 716

References Australian Institute of Health and Welfare (AIHW). High blood cholesterol. Available at URL http://www.aihw.gov.au/riskfactors/cholesterol.cfmaccessed 29 Jan 2010Jones PJ et al. Modulation of plasma lipid levels and cholesterol kinetics by phytosterol versus phytostanol esters. J Lipid Res 2000; 41:697-705 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.