The dough, developed by the Road Pizza Company, is part of a Californian style thin crust pizza and claims to help consumers regulate their levels of LDL 'bad' cholesterol. High cholesterol has been linked to many illnesses, in particular cardiovascular disease (CVD) which causes almost 50 per cent of deaths in Europe and is estimated to cost the EU around €169 billion each year. It is widely accepted that a diet low in saturated fat and cholesterol can reduce the risk of CVD. Many food manufacturers have targeted this dietary concern with a raft of products claiming to reduce cholesterol levels. Most recently, cereals and snack manufacturer Kelloggs introduced breakfast cereal Smart Start with cholesterol-lowering ingredients to its health and wellness portfolio. The Heart Healthy Road Pizza, which is awaiting a patent, could soon be introduced into major retailers - offering consumers a healthier version to what is generally regarded as an indulgence snack food. According to the creator of the pizza, each serving contains a gram of natural plant sterols, VitaSterols, which have been added to the product's dough base and cheese topping.