As we say in our dairy free blog post, we’re extremely proud of our Free From qualities. You may also be aware, we carried the wording ‘cholesterol free’ on our chocolate and dairy free luxury ice cream alternative packaging in the past and began removing this wording in September 2011.
However all of our products are cholesterol free as they contain no animal products as only animal products contain cholesterol. However Cholesterol Free is not a supported health claim and therefore may not be printed on packaging. Moreover the key issue is not whether the product contains cholesterol but on whether a product raises or lowers the cholesterol level in the human body. The links between dairy and raising cholesterol levels are very well documented.
We always endeavour to be as honest and transparent as possible, and use approved wording and have therefore removed all reference to cholesterol on our packaging.
There has been no change to our products; they are still dairy free, contain the same ingredients and contain no cholesterol.