RAISIO'S PARTNER LAUNCHES BENECOL IN INDIA
Raisio plc Stock exchange release 21 February 2008
RAISIO'S PARTNER LAUNCHES BENECOL IN INDIA
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.
RAISIO PLC
Heidi Hirvonen
Communications Manager
tel. +358 2 443 2242 or +358 50 567 3060
Distribution
OMX Nordic Exchange, Helsinki
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