BENECOL LAUNCHES SMOOTHIE TO APPEAL TO YOUNGER MARKET
McNeil Nutritionals has brought to market a smoothie version of Benecol specifically to appeal to a younger audience. The product will offer dual benefits which are a fruit content which will constitute one of the five a day target, and stanol-derived cholesterol-lowering properties.
As reported in diaryreporter.com the product will have a retail price of four euros a bottle, which is a slight premium against other leading brands such as innocent. The prime market is described as 45 – 55 year olds … people in their middle years.
McNeil’s is planning a media spend of 2.33m Euros for the remainder of 2009 with TV being a key plank. They also will be launching press campaigns and will create awareness amongst health professionals.
McNeil Marketing Manager for Benecol in Europe is quote a saying “We have a whole new campaign for this product,” “We are reaching a new audience so we have to let them know about Benecol and the reasons why they should consume a smoothie on a daily basis.”
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