We have a joke around our house - I call it (and granola and whole-grain bread and high-fiber stuff in general) "sticks 'n' twigs." Busy eating my sticks 'n' twigs when I want to feel a little healthier. But it is indeed supposed to be a cholesteral fighter (the bad cholesteral, that is).
Basically, all the fun food you just love to indulge in? Sigh... learn to indulge in something else.