Benecol® redesigns brand image and consumer engagement to offer fresh perspective on cholesterol management

People are increasingly viewing health in a more holistic way: the focus is not just on treating illnesses, but on everyday well-being and quality of life. Benecol® is also responding to this change by redesigning its brand image and packaging in all its markets. This is more than just a visual update; it is a broader transformation that will also change the way in which the brand interacts with people. The new look and brand communications will begin to roll out to consumers in stages over the course of this year.

For over 30 years, Benecol® has been helping millions of people manage their cholesterol with plant stanol ester. The product range includes spreads, yoghurts and yoghurt drinks in several markets. The brand is now being developed to better meet today’s expectations: health-promoting choices should feel not only beneficial but also good – wherever people encounter the brand.

More than just a packaging redesign

The new look will first be seen on packaging, where the cholesterol-lowering benefits are highlighted more clearly than before, along with taste, enjoyment and the joy of everyday life.

The packaging redesign is part of a broader transformation: it reflects how Benecol® wants to engage with consumers – more clearly, more approachably and in a way that fits better into everyday life – and to reinforce a positive and empowering perspective on cholesterol management.

“Managing your cholesterol doesn’t have to feel like a chore. We want to make it a positive and natural part of everyday life – and this should be visible in everything we do,” says Head of Marketing Mervi Nieminen.

The scientific basis remains – alongside a new way of talking about cholesterol

The Benecol® brand remains firmly grounded in science. At the core of Benecol® products is the unique plant stanol ester, whose cholesterol-lowering effect has been demonstrated in more than 80 clinical studies.

The redesign introduces another perspective that is more closely tied to everyday life. Cholesterol is often discussed in clinical terms and in relation to risk – now Benecol® wants to shift the conversation. Managing cholesterol is not a limitation, but an enabler of an active and fulfilling life.

“Health is increasingly viewed in a more holistic way, and this is also reflected in cholesterol management. We want to move the discussion away from restrictions and towards what matters to people. It is about everyone being able to live life on their own terms and pursue their dreams,” Nieminen emphasises.

The change supports growth and internationalisation

This overhaul of the entire product range is one of the biggest in the history of the Benecol® brand. It supports Raisio's strategy to strengthen its position in heart health products and grow the Benecol® brand internationally. The brand expanded into a new market in March 2026 with the launch of its products in Spain.

The new look and communications will be rolled out in different markets in stages over the course of this year. In Finland, the change will first be visible on spread packaging from the end of April onwards.

Inquiries:
Mervi Nieminen, Head of Marketing, tel. +358 40 064 1976

Raisio plc
At Raisio, we make delicious food that promotes healthier eating. We make a healthier and happier world around us by innovating and winning the hearts of our consumers. We do not work alone; instead, we rely on our cooperation networks at every stage. Our strong brands, such as Benecol® and Elovena®, turn our ambitions into reality. We make the choice easy for consumers: we ensure that our products are responsible from different perspectives, so that consumers can choose our products with confidence. We have around 350 healthy food colleagues in six countries and export to more than 40 markets around the world. Raisio's shares are listed on Nasdaq Helsinki Ltd. In 2025, the Group’s comparable net sales for continuing operations were EUR 224.2 million and the comparable EBIT was EUR 28.5 million. www.raisio.com