Digest This: Digestive Health Harder to Maintain Than Financial Health

Wednesday, March 26, 2008 General News
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GLENVIEW, Ill., March 25 Nearly two-thirds ofAmericans (64 percent) find maintaining good digestive health to be a greaterchallenge than maintaining a good credit score, according to a recentsurvey(1) commissioned by LiveActive from Kraft Foods. With the expansion ofthe LiveActive line, it is now easier to help promote digestive healththroughout the day by eating foods from well-known and trusted brands.

The Kraft LiveActive line now offers many delicious items Americans caneat or drink that help promote digestive health. Kraft has added LiveActiveCereal from Post and LiveActive On The Go Drink Mix from Crystal Light to theline. Both new products contain a prebiotic fiber called inulin. Researchsuggests eating as little as 8 grams of this prebiotic fiber per day can helppromote the growth of good bacteria already in the body. These new productsare in addition to LiveActive Natural Cheese Snacks from Kraft and LiveActiveCottage Cheese from Breakstone's/Knudsen that were introduced in 2007.

Between 60 and 70 million Americans experience some sort of digestivehealth problem(2). The issue may be that Americans haven't "digested" the waysin which prebiotics and probiotics could benefit them. By definition,prebiotics are often dietary fibers and act as fuel for probiotics. More than70 percent of Americans claim they are not at all familiar with prebiotics. Ofthose who were familiar with prebiotics, less than 4 percent were able todefine them correctly. Probiotics are live cultures that can be eaten to helppromote digestive health. Nearly two-thirds of Americans (63 percent) polledclaim they are not at all familiar with probiotics and only 13 percent ofthose who were familiar with them could define them accurately.

"It's time for Americans to get proactive about incorporating prebioticsand probiotics into their diet," said Leslie Bonci, MPH, RD of the Universityof Pittsburgh Medical Center. "Nearly 75 percent of consumers prefer to gettheir prebiotics and probiotics from foods in their everyday diet than take adietary supplement. The LiveActive line from Kraft offers great-tastingalternatives to help promote digestive health."

LiveActive Cereal is a breakfast option that is big on taste, with crispyflakes, crunchy clusters, and delicious fruits/nuts. It is available in MixedBerry Crunch and Nut Harvest Crunch. LiveActive Drink Mix is a tasty beverageoption with added prebiotic fiber, available in Natural Mixed Berry andNatural Raspberry Peach flavors. It is a 10-calorie beverage with 100 percentdaily value of vitamin C in each serving. Along with LiveActive CottageCheese, both products provide 3 grams of a prebiotic fiber called inulin perserving. LiveActive Natural Cheese provides an efficacious dose of probioticculture in each serving.

"With the LiveActive line, we're excited to give people food and beverageoptions, both inside and outside of the dairy case, that can help promotedigestive health throughout the day," said Amy Wagner, Senior Director ofMarketing for LiveActive.

Visit LiveActiveFoods.com for more information about the line and to learnsimple ways to help promote digestive health with prebiotics and probiotics.

About Kraft Foods

Kraft Foods (NYSE: KFT) is one of the world's largest food and beveragecompanies, with 2007 revenues of more than $37 billion. For more than 100years, Kraft has offered consumers delicious and wholesome foods that fit theway they live. Kraft markets a broad portfolio of iconic brands in more than150 countries, including nine brands with revenues exceeding $1 billion: Kraftcheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese;Maxwell House coffee; Nabisco cookies and crackers and its Oreo brand; Jacobscoffees, Milka chocolates and LU biscuits. Kraft is listed in the Standard &Poor's 100 and 500 indexes. The company is a member of the Dow JonesSus

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