Elephant Atta Chakki Gold Endorsed by HEART UK

Elephant Atta - the number one chapatti flour brand in the UK since 1962 - is excited to announce that its premium Chakki Gold Atta has got the stamp of approval of HEART UK, a leading UK charity dedicated to supporting people and families who are concerned about rising cholesterol levels and providing them with guidance and education.

Elephant Atta Chakki Gold is 100% whole wheat finely milled atta high in fibre and proved to be low in salt, saturated fat and sugar, all important factors in lowering the possibility of heart illnesses. This support to the charity is important as Elephant Atta brand is passionate about encouraging its consumers to eat and live healthier.

Whenever health and heart are discussed, the word ‘cholesterol’ comes up big and bold. Research has shown that South Asians are worryingly susceptible to cardiovascular diseases and cholesterol- almost 50% more than Europeans. Risk factors include an unhealthy diet, sedentary lifestyle and a genetic predisposition to insulin resistance. The way to a healthy heart is through a healthy diet rich in fruit, vegetables, whole-wheat and low in saturated fat and salt. In fact, whole-wheat provides health benefits that are not found in refined grains. There are plenty of ways in which people can make their food healthier – in the way they make it or the ingredients they use.

Anne Adshead Senior Brand Manager at Elephant Atta 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 from this October onwards which is ‘National Cholesterol Month’, helping consumers in caring for their hearts, taking intelligent decisions about their health, nutrition and well- being. This includes raising awareness about ways to prevent cardiovascular disease early on”.

Elephant Atta as part of this collaboration will be launching health tips, healthy recipes, product information, competitions and promotions on brand new website www.chakkiforheart.co.uk that will help consumers and their families learn how they can eat better and dramatically cut down cholesterol in their diet.

About Elephant Atta
Elephant Atta is a Westmill flour brand primarily used to make chapatti breads and is the market leader in the segment to date. Westmill Foods is one of Europe’s largest specialist food companies, serving the chefs and owners of Chinese and Indian restaurants and takeaways, as well as a diverse range of Indian, Pakistani, Bangladeshi, Chinese, African and Caribbean consumers. Westmill acquired elephant Atta in 2012, which complimented its wide product range that includes high quality rice, spices, sauces, oils, flour and noodles.
Brands under the name of Westmill are respected for their quality and authenticity, and are to be found in the kitchens of the best restaurants and homes. Westmill has dedicated mills for rice at Selby, North Yorkshire, oil canning at Enfield, Middlesex, a noodle production and spice packing facility at Trafford Park, Manchester and a dedicated noodle production facility in Oldham.
Elephant Chakki Gold is also among the Great Taste Award winners of 2016. Great Taste is widely acknowledged as the most respected food accreditation scheme for artisan and specialty food producers.

About HEART UK - The Cholesterol Charity
Providing support, guidance and education services to healthcare professionals and people and families with concerns about cholesterol.
Over half of all UK adults have raised cholesterol. At least 1 in 500 people are born with a high cholesterol condition called Familial Hypercholesterolaemia (FH), which means they are at high risk of a heart attack, stroke or sudden death in their 20s, 30s, and 40s.
HEART UK is here for anyone affected by raised cholesterol or other blood fats, including triglycerides. We bring people together by providing:
• a Cholesterol Helpline;
• information and support
• education; and
• campaign for improved identification & standards of care.
HEART UK is an acronym. It stands for Hyperlipidaemia, Education, Atherosclerosis, and Research Trust UK.

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This release was published on openPR.