Raisio Launches Benecol Products on Hong Kong Market

4 Sep 2013 --- Raisio will launch its Benecol Yogurt Drinks in Hong Kong on 4 September 2013. In Hong Kong, Raisio will implement a new alternative business model as the company itself and the local Benecol product distributor are jointly responsible for business operations. The launch of Benecol products in Hong Kong is part of Raisio's long-term efforts to enter new markets in the BRIC countries.

Hong Kong was selected as the first market area for the alternative business model on the basis of market surveys commissioned by Raisio. Wing Kee Produce Ltd operates as a local distributor of Benecol products in Hong Kong and Raisio works closely together with the distributor to further develop the business.

Hong Kong has a population of more than 7 million people, and according to local studies, more than 40 per cent of adult population has elevated cholesterol levels. A significant proportion of these people form a potential user group of Benecol products and Raisio provides them with a new way to lower cholesterol effectively and naturally. Benecol Yogurt Drinks will be available in major retail chains and department stores in Hong Kong. The launch is supported with an extensive advertising campaign and information services intended for healthcare professionals.

The majority of foods sold in Hong Kong are imported from abroad. Benecol Yogurt Drinks for Hong Kong market are produced by Raisio’s long-time Benecol partner Emmi in Switzerland. Swiss products carry a top quality image in Hong Kong and millions of consumers around the world already rely on the cholesterol-lowering efficacy of Benecol products.

“We see Asia as an important future market area for Benecol products and the Hong Kong launch offers a great opportunity to develop Benecol business in this region. We will actively continue negotiations with new potential license partners in order to launch Benecol products in new markets especially in Asia and South America" says Mikko Laavainen, Vice President responsible for Benecol business.