Here’s our first look at PRO.X Cholesterol Reducing Drink.

This is a new entry level player in the UK cholesterol lowering market. PRO.X is made by NOM Dairy UK Ltd. and is produced in Austria.

Most interesting is the ‘Mass Market’ pricing approach clearly visible in J.Sainsbury’s one of the leading UK supermarkets. Benecol, the original little bottle cholesterol lowering drink retails for 6 bottles for £3.63. PRO.X is arriving on the market at £1.89 for 4 larger 100g bottles. PLUS they are currently on promotion 2 for £2.50.

New PRO.X entry level cholesterol lowering in the chiller at Sainsbury's UK

Also of interest is their on pack claim. Going more specific than we’ve seen before, with a claim specifically on LDL cholesterol: “Clinically proven to help lower ldl cholesterol”.  The active ingredient is listed as 2g of Plant Sterols.

Sainsbury’s is labelling this as a Health Drink - perhaps because it goes beyond cholesterol lowering… It contains PROBIOTIC too: LA-5 Lactobacillus acidophilus and Bifidobacterium BB-12.

As yet I can’t find other information online about this product - it seems to be very new. However, what this space - we’ll be reporting more on this Category Price Crasher in the near future. We may even run a FourFactors Analysis to assess how this will perform.

Also look in the top right corner of the photograph here to see the new pack from Flora Pro-Activ, the other major player in the category, who have a vertical stack of 7 mini bottles giving a better use of shelf space and making clear the DAILY message through their packaging with the words “1 a day weekly pack”.