Aristo Health Inc. To Promote Heart ChoiceTM, A Natural Plant Sterol Scientifically Proven To Lower Cholesterol And Thus Help Reduce Risk Of Heart Disease.

Morristown, New Jersey

Aristo Health Inc., a New Jersey start-up company, focused on marketing functional foods and beverages, is pleased to announce a licensing agreement with Cognis Nutrition and Health, a division of Cognis Corporation.  This arrangement allows Aristo Health to utilize and co-brand Heart Choice^TM, a range of natural plant sterols and sterol esters clinically proven to lower blood cholesterol levels, in its upcoming products.  Aristo Health’s initial plans include the introduction of a line of heart healthy Aristo^TM nutrition bars containing Heart-Choice^TM, by the end of the year.

Gursh Bindra, Ph.D., founder and CEO of Aristo Health said, “Our company name and philosophy is derived from the ancient Greek word ‘Aristo’ meaning ‘the best’.  Our search for the best, premium quality, natural plant sterols led us to Cognis, a recognized leader in this field and the world’s largest producer of these health enhancing ingredients.  We are very excited and honored to carry the Heart Choice^TM trade mark and logo on our new range of functional foods and beverages.”

Bindra continued, “Our arrangement with Cognis includes showcasing heart healthy Aristo^TM products through various promotional and advertising activities in both the trade and consumer media as well as on the Internet.  For example, our products will be featured on www.heart-choice.com, a consumer education web site established by Cognis to raise awareness of plant sterols and their ability to help manage cholesterol levels.  This way consumers will get valuable information and learn where to buy Heart Choice^TM containing products. This is a classical win-win situation.”

Laura Troha, Marketing Manager for Heart Choice^TM with Cognis, said, “Cardiovascular disease remains the number one cause of death amongst males and females in the U.S., according to the Center of Disease Control.  As part of its recommendations to prevent heart disease the American Heart Association advocates the achievement and maintenance of healthy cholesterol levels and the consumption of a diet rich in vegetables, fruit and whole-grain foods.  Unfortunately many Americans do not consume sufficient amounts of these foods which happen to be good sources of cholesterol-lowering plant sterols.  This deficiency can be overcome through supplementation with Heart Choice^TM, which has a long heart health history and is natural and safe given that it is derived from those very same healthy foods.  Along with a balanced heart-healthy diet and exercise, plant sterols have been clinically proven to lower cholesterol an average of 10%, without side effects.”

Due to the high-quality and preponderance of scientific evidence, the U.S. Food and Drug Administration (FDA) has recognized the beneficial role of plant sterols by authorizing a health claim associating them with the reduced risk of heart disease¹.  Not only do plant sterols lower “bad’ cholesterol (LDL), they do it without affecting “good” cholesterol (HDL) levels.  The U.S. National Cholesterol Education Program also recommends sterol-rich foods to boost an individual’s LDL-lowering power.