Colliers Powerful Welsh Cheddar has launched an on-pack competition to win one of two Suzuki Swift 1.5GLX cars.  The competition, which is highlighted on-pack, directs consumers to the Collier’s website www.collierscheese.com where they are asked a series of questions linked to Colliers and Wales. 

Colliers is award winning premium cheese produced by Fayrefield Foods, the UK’s largest independent dairy company.  Colliers offers a unique proposition, through a dramatic presentation that reminds consumers of their heritage and delivers a strong and distinctive taste. 

The Suzuki Swift has fast gained a reputation as a world class super-mini, winning Car Magazine Car of the Year in 2005, and named in World Car of the Year’s Top 10 in 2006.  All prize cars, which were supplied by local Suzuki dealer Grensons Motors and sponsored  by Suzuki GB, come with a red leather interior, alloy wheels and air conditioning, and are worth £11,999 each.

Colliers are supporting the competition with in-store point-of-sale, a road show where cars are promoted at retailers and a link-up with best-selling women’s weekly magazine Best to give away an additional car to their readers.  The competition runs until 30th September, and packs are in-store now. 

Chris Swire, Sales and Marketing Director at Fayrefield Foods comments:  “Colliers is the first branded Welsh cheese ever to achieve national distribution, cultivating inherently loyal consumers right across Britain, made evident by its growth pattern and high instance of repeat purchases.  We’re always looking at ways of adding value to retailers, as well as the consumer, and by collaborating with such a desirable car brand, we feel that we are achieving this.”

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Notes to Editors:

• The Fayrefield Foods Group is the UK’s largest independent dairy company. The Crewe-based company has diversified to incorporate seven separate trading companies.

Established in 1982, the Fayrefield Group has become internationally recognised, with annual sales in excess of £230 million.

• With expertise in dairy trading, brand management, innovation, food technologies and product development, Fayrefield has become the dairy partner of choice for many companies throughout the world, supplying major retailers, food manufacturers and food service companies.

For further information, please contact Kirstie Jennings-Brown at Photolink Creative Group on 0161 273 7551 / 07793 913 485 or kirstie@photolink.co.uk.

Forbes Medi-Tech Inc. (TSX:FMI and NASDAQ:FMTI) today announced that it has signed an agreement with Fayrefield Foods Ltd. (Fayrefield) of Crewe, UK, to establish a new UK company for the purpose of expanding distribution of finished products containing Forbes' cholesterol-lowering ingredient, Reducol(tm). The new company, Forbes Fayrefield Ltd., will distribute finished products containing Reducol(tm) directly to retail customers. It will also provide marketing support and distribution to strengthen the relationship with retailers and help drive Reducol(tm)-based product sales in Europe.

"With multiple product launches and new market opportunities in Continental Europe, the new venture is well-positioned to reach retailers looking for healthier alternatives to existing branded products," said Charles Butt, President and CEO of Forbes Medi-Tech Inc. "The strength of Forbes' product innovation and ongoing development combined with Fayrefield's experience in retail chain distribution will be a tremendous asset in reaching new customers”.

Forbes Fayrefield will supply the Netherlands largest retailer, Albert Heijn, with a range of cholesterol-lowering dairy products incorporating Forbes Medi-Tech’s cholesterol-lowering ingredient, Reducol(tm). The product range, marketed under the Albert Heijn private label brand, includes a margarine spread, a spoonable yogurt, and ‘original’ and ‘strawberry flavour’ yogurt drinks.

“The Netherlands offers a unique opportunity for Reducol(tm) where phyosterols, the key ingredients in Reducol(tm), are a standard feature of ‘heart-healthy’ products”, said Charles Butt, President and CEO of Forbes Medi-Tech. “As the Netherlands’ largest supermarket chain, Albert Heijn’s size and distribution network will be a tremendous asset in launching a range of Reducol(tm)-based dairy products in a market already versed in heart-healthy solutions based on phytosterols. The combination of Albert Heijn’s retail strength and Reducol(tm)’s clinically proven ability to help lower cholesterol will be a winning combination”.

The cholesterol lowing products are scheduled to be available Monday, 19th June. Reducol(tm)-based products when consumed in recommended amounts and combined with a prudent diet and regular exercise, may help customers lower their cholesterol by up to 24%.

“Our research has found that more and more of our customers are looking to eat more healthily and are particularly interested in lowering their cholesterol”, said Bas Hauwert, Category Manager at Albert Heijn. “Based on the recent successes in other European markets, we felt that launching a line of Reducol(tm)-based dairy products would be appealing to our customers”.

Forbes also signed a sales and licensing agreement with Fayrefield in November 2004 to supply Reducol(tm) for use in Reducol(tm)-based products. This new venture excludes existing customers of Fayrefield in the UK market with respect to yoghurt, yoghurt drinks, margarine, milk and milk-based products and any products covered by Fayrefield's Heartfelt brand name.

Fayrefield Foods, the United Kingdoms largest independent dairy company, is launching heartfelt+, a fully flavoured 12% fat cheese, in the UK today (8th May 2006).  Heartfelt+ cheese has been specifically developed to help people who want to lower their cholesterol and maintain a healthy diet, while continuing to enjoy the taste of cheese.

Chris Swire, Commercial Director at Fayrefield Foods says “It is notoriously difficult to produce a cheese that has a good taste, while matching the requirements of a cholesterol lowering diet, so we are delighted with the development of heartfelt+.  It will help consumers to maintain the necessary dietary controls and still be able to enjoy cheese.”

Heartfelt+ contains Reducol™, a well established and clinically proven ingredient for lowering cholesterol safely and naturally.  Reducol™ is a unique ingredient containing plant sterols and stanols, which was developed by the Canadian company, Forbes Medi-Tech Inc. Reducol™ is incorporated into foods such as milk, spreads and yoghurts, to offer cholesterol lowering benefits to consumers who want to continue to enjoy those products. It is supported by numerous reviewed clinical studies (see www.reducol.com) and is supplied to manufacturers as an odourless, tasteless powder that contains no fat, protein or carbohydrates.  The combination of a prudent diet and consumption of products containing the recommended amount of Reducol™ may help consumers to lower their cholesterol by up to 24%.

Heartfelt Plus is the first proprietary brand containing Reducol (tm) to be launched in the UK, although a highly successful range of cholesterol lowering foods comprising of a spread, yogurts and pro-biotic yogurt drink incorporating Reducol(tm) was introduced under the Tesco brand in January 2006.

Chris Swire comments, "With expertise in brand management, innovation, food technologies and product development, Fayrefield has become the partner of choice for producing companies throughout Europe. Our new Heartfelt Plus cheese is a good example of this in that it is the first cheese to contain Reducol, a plant sterol that is clinically proven to reduce cholesterol.

Heart disease is still much too common in the UK and a recent survey found that 68% of respondents would prefer to lower cholesterol by diet rather than taking pills. The key to implementing change is for functional foods to be more readily available and to encourage consumers to use them as part of a healthy lifestyle that includes exercise and properly balanced meals. Anyone having concerns in this regard should contact their General Medical Practice for guidance."

Fayrefield Foods Ltd has launched, through the UK’s largest retailer, Tesco Stores Ltd, a milk drink incorporating Forbes Medi-Tech’s cholesterol-lowering ingredient, Reducol™. The milk drink is marketed under the Tesco brand and is the fourth product in a range of ‘flagship’ cholesterol reducing dairy based products supplied to Tesco by Fayrefield.

This development is the result of a close cooperation between Fayrefield Foods Ltd. And Forbes Medi-Tech of Vancouver, Canada.

Reducol™ is a unique ingredient containing plant sterols and stanols, commonly known as phytosterols, or “Sterols”. The combination of a prudent diet, exercise and consumption of products containing the recommended amount of Reducol™ may help consumers lower their cholesterol by up to 24%.

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