Kellogg Introduces New Cereal: Trying to take...

Kellogg Introduces New Cereal: Trying to take advantage of consumers’ increasing concerns about health, Kellogg Co. entered the growing market for foods that purportedly lower cholesterol. Kellogg at a news conference unveiled a new cereal, Heartwise, which contains oat bran and psyllium. The two grains are high in soluble fiber, which is believed to help the body rid itself of cholesterol. Heartwise will compete directly with General Mills Inc.’s Benefit breakfast food, which has been advertised as a cholesterol reducer. Heartwise is expected to be in stores by this fall.