Unilever & World Heart Federation heart health partnership

20/04/06 Unilever has announced the continuation of its partnership with the World Heart Federation to improve heart health.

The partnership was first established in 2003 and over the past three years has focused on increasing awareness of heart disease and its risk factors, to both the public and healthcare professionals.

With cardiovascular disease being the number one cause of death worldwide, the partnership seeks to increase awareness of the role a healthy diet and lifestyle can play in helping to maintain heart health and reducing the risk of cardiovascular problems.

On the renewed partnership, Janet Voûte of the World Heart Federation commented, “The mission of the World Heart Federation is to help people achieve a longer and better life through prevention and control of heart disease and stroke, with a focus on low and middle income countries. The support received from Unilever in working together to achieve this mission has made many of our educational activities and campaigns possible.”

Vindi Banga, President of Unilever Foods stated, "We are pleased to extend our successful partnership with the World Heart Federation for another three years. It allows us to continue to help improve heart health by educating the public of the need to reduce their consumption of saturated fats and to reduce blood cholesterol levels as part of an overall healthy diet. Our heart health brand, Flora/Becel, represents our commitment to making the worlds' hearts healthier and offering consumers heart healthy products as part of a balanced diet."

Some of the success stories achieved to date from the Unilever and World Heart Federation partnership include awareness and education activities around World Heart Day, including the publication of a booklet on heart disease and cholesterol, and a pilot social marketing project in the central Russian city of Ekaterinburg. The pilot aimed to increase awareness and change attitudes regarding the risk factors for cardiovascular disease. Unilever has also placed the World Heart Federation/Unilever partnership logo on their heart health Flora/Becel products which has helped to increase consumer awareness of the partnership and the joint mission to improve heart health.  In addition, initiatives between World Heart Federation national heart foundation members and Unilever Foods national operating companies have grown as a result of this global partnership, and will continue to do so.

"As one of the largest food businesses, Unilever can make a big impact on people's health. It is a responsibility that we take very seriously and we are dedicated to making a positive contribution," said Vindi Banga. "Our activities in this field are a direct expression of Unilever's company mission to add Vitality to life. There is a strong market need for healthier, better products and for education on healthy diet and lifestyle. We are well equipped to answer this with our Flora/Becel brand as well as other brands in this category and through the partnership with the World Heart Federation. Together with the World Heart Federation, we look forward to further joint projects that may help to realise this common aim in the coming year".

The partnership is set to continue until 31st March 2009, and makes Unilever the leading international food corporation supporting the World Heart Federation.