Warburtons has introduced an oat bread, said to help lower cholesterol, to its Healthy Inside range.

The healthy heart claim comes from extra beta glucan in the 400g Healthy Inside Oats loaf. Warbutons’ existing Healthy Inside loaf includes inulin, derived from chicory, which encourages the formation of friendly bacteria in the gut. The firm said the so-called ’active health’ bakery segment was worth more than £17 million last year and was growing by 96% a year.

The loaf, supported by PR and sampling, went on sale this month.