No one seems to have mentioned the fact that these cholesterol reducing drinks 'work by partially blocking the uptake of cholesterol in the gut, so less gets absorbed into your blood stream (quoted from the Benecol website)' and there is no point having them at all unless you are eating something with cholesterol 'at the same time.' Drinking them when you are not eating something with cholesterol in, is just a complete waste of time and money, as they cannot perform their function without cholesterol being present in the gut. It is the main reason why the active ingredient is added to the type of products they are added to, such as margarines, yoghurts, milk, etc., which would normally contain animal fat and, therefore, cholesterol.
If you are following a healthy diet, as they recommend on the packaging, you wouldn't need it.