Benecol to Launch in India

The Colred-Benecol nutritional powder will be sold in some 20,000 outlets all around the country. To date, representatives of British Biologicals have introduced the product to around 15,000 doctors.

21/02/08 British Biologicals, Raisio’s partner in India, will launch a nutritional powder, Colred-Benecol, containing Benecol plant stanol ester on the Indian market. The launch follows test marketing carried out in some of the country’s major cities.

British Biologicals is an Indian company established in 1988. Its product range includes several nutritional supplements for different target groups. Colred-Benecol is an excellent addition to the product range. In India, nutritional supplements are premium products favoured especially by young and highly educated people.

British Biologicals benefits from a strong delivery chain covering all of India. The Colred-Benecol nutritional powder will be sold in some 20,000 outlets all around the country. To date, representatives of British Biologicals have introduced the product to around 15,000 doctors. In addition, scientific seminars will be arranged for doctors and other opinion leaders.

Raisio’s CEO Matti Rihko: “The launch of Benecol products in India is an important and encouraging step for Raisio. The Colred-Benecol nutritional powder is the first cholesterol-lowering Benecol product that has been introduced on the Asian market. Experience in Europe has shown that the first player on the market creates a whole new category and often achieves a significant market position. Ultimately, however, it is the consumers who decide the success of products.”

Western lifestyle and eating habits have become more popular in India, the second most populated nation in the world. Indians are showing rapidly increasing interest in and awareness of the impact that diet has on health and the prevention of illnesses. In the Western countries, cardiovascular diseases mainly affect the aging population, but in India they affect clearly younger people.

The launch in India will increase the recognition of the Benecol brand and will pave the way for product launches elsewhere in Asia. Raisio’s strength in different market areas is its adaptability. It collaborates with local partners to adapt Benecol products to the local consumption habits of each market. The nutritional powder in India is a good example of this.