Benecol Products to be Launched on Romanian Market

Dobrogea Grup is a leading company in the milling and bakery industry in Romania. The company's product range includes flours and biscuits. In 2009, Dobrogea Grup's net sales was EUR 60 million.

3 Jun 2010 --- Raisio's Romanian partner Doprogea Grup will launch a cholesterol-lowering Dobrogea Benecol bread on the Romanian market at the beginning of June. The Benecol bread will be the first cholesterol-lowering foodstuff in Romania.

Dobrogea Grup is a leading company in the milling and bakery industry in Romania. The company's product range includes flours and biscuits. In 2009, Dobrogea Grup's net sales was EUR 60 million.    

With the launch of the cholesterol-lowering bread, Dobrogea and Benecol will open a new market for cholesterol-lowering foods in Romania. The Benecol bread launch follows the seminars held in the early winter for health care professionals in Romania. Consumer awareness of the new product will be raised by extensive media campaigns.      

Romanian people are increasingly interested in and aware of healthy nutrition. So far, consumers have preferred traditional products and the meaning of nutritional content has been secondary in food choices, but people have shown a clear interest in, for example, additive- and preservative-free products. In the prevention of heart diseases, consumers are gradually starting to favour healthier lifestyle and nutritional ways to maintain good health.