ONE of Britain’s most popular flour brands has been given the stamp of approval by one of the country’s most prominent heart charities.
Heart UK, a charity dedicated to supporting families concerned about rising cholesterol levels, endorsed Elephant Atta’s Chakki Gold brand after praising its whole wheat, finely-milled atta.
The endorsement means that the food company will now work with the charity to offer health tips, healthy recipes and promotions to help its customers reduce the level of cholesterol in their diet.
Research shows that south Asians are among the most vulnerable when it comes to cardiovascular disease. According to the British Heart Foundation, south Asians are 50 per cent more likely than Europeans to suffer from heart-related problems.
Senior brand manager at Elephant Atta, Anne Adshead, said: “Together with Heart UK, we are determined to contribute to a healthier lifestyle. Elephant Atta, being the most popular flour brand in the ethnic market in the UK, is set not only to contribute financially to Heart UK’s valuable work, but also launch a series of initiatives helping consumers in caring for their hearts, taking intelligent decisions about their health, nutrition and wellbeing.”