In 2001, the Third Report of the Expert Panel on Detection, Evaluation and Treatment of High Blood Cholesterol in Adults (Adult Treatment Panel III, or ATP III) issued updated recommendations for the management and treatment of cholesterol. As stated in its executive summary, "ATP III adds a call for more intensive LDL-lowering therapy in certain groups of people, in accord with recent clinical trial evidence. While ATP III maintains attention to intensive treatment of patients with coronary heart disease, its major new feature is a focus on primary prevention in persons with multiple risk factors. Many of these persons have a relatively high risk for coronary heart disease and will benefit from more intensive LDL-lowering treatment than recommended in ATP II."

This new strategy suggested by ATP III presents a difficult problem for health care planners. While relatively large groups of people with risk factors might benefit from cholesterol lowering, it may be both undesirable and uneconomical for large segments of the population to take systemically absorbed prescription drugs, for which very long term side effects are unknown. In recognition of this dilemma, ATP III proposed a lifestyle approach to reduce risk of coronary heart disease, which it called "Therapeutic Lifestyle Changes." By adopting the following four lifestyle changes, the American public is encouraged to take an active role in minimizing the risk of coronary heart disease by changing habits:

1) Reduce intake of saturated fats
2) Reduce weight
3) Increase physical activity
4) Consume a therapeutic dose of sterols or stanols and increase consumption of soluble fiber

The recommendations provided by ATP III provide the appropriate framework for understanding the market for ChoLESStolife®. Lifeline believes that consumption of its formulated soy sterols and stanols, in conjunction with the other ATP III recommendations above, provides the American consumer with a non-drug solution to elevated cholesterol and, importantly, since ChoLESStolife® does not contain fat, it is not at odds with the other recommendations (specifically 1 and 2, above) by ATP III. Therefore, Lifeline plans to market its products as safe, natural and consistent with established ideas on the clinical treatment of elevated cholesterol.