Pro.activ brand and partnerships

Flora/Becel pro.activ is a range of plant sterol enriched foods proven to significantly lower cholesterol.

Available in more than 30 countries worldwide, Flora/Becel pro.activ is a global food brand with strong heart health heritage. The brand is committed to promoting heart health through its partnership with organisations such as the World Heart Federation.

Flora/Becel pro.activ foods for cholesterol lowering

The Flora/Becel pro.activ is a range of plant sterol enriched foods proven to significantly lower cholesterol. It was developed for people who want to actively lower their cholesterol levels through dietary changes. Flora/Becel pro.activ foods are part of a healthy diet and lifestyle, not a substitute for one.

Internationally recognised as a safe way to lower cholesterol

Flora/Becel pro.activ was the first spread to fully comply with the European Union Novel Foods legislation. It has been approved as safe by independent authorities in Europe, Switzerland, United States, Australia, New Zealand, South America, Brazil, Israel, Iceland and Japan.

In the United States, the product has received GRAS status (Generally Recognised As Safe) by the Food and Drug Administration. In 2004, the Flora/Becel range was extended following European Union Novel Foods approval of plant sterol enriched milk, yogurt and ‘one-a-day’ yogurt mini-drink. (For more information on plant sterol safety please click here).

Flora/Becel pro.activ in partnership with the World Heart Federation

The World Heart Federation is an independent organisation that seeks 'to help people achieve a longer and better life through prevention and control of heart disease and stroke, with a focus on low and middle income countries.'

Working together, Flora/Becel and the World Heart Federation provide educational tools for the promotion of heart disease prevention, promote heart health via World Heart Day and participate in congress activity.

Following assessment of the efficacy of Flora/Becel pro.activ cholesterol lowering scientific research, the World Heart Federation also support the range through an on-pack logo.