BENECOL LAUNCHES NEW FAT FREE AND FRUIT LAYER YOGURTS
McNeil Nutritionals Ltd, the company behind Benecol, is expanding its yogurts portfolio with the launch of new Fat Free Yogurts and Fruit Layer Yogurts.
Both are industry firsts within the cholesterol-lowering marketplace.
Providing consumers with more cholesterol-lowering choices, the new Benecol Fat Free and Benecol Fruit Layered yogurts are aiming to drive growth in the healthy yogurts category.
These new yogurts mark the second phase of new product development since brand relaunch in September 2011 when Benecol took on a fresh new look with pack design highlighting both taste and efficacy credentials.
Benecol Fat Free Yogurts come in; strawberry, black cherry, rhubarb and peach
The launch of Benecol Fat Free Yogurts (RRP £2.39 per pack of four) the brand’s first move into Fat Free Yogurts – the first ever fat free cholesterol-lowering yogurt.
Made with fruit, the yogurts all qualify as fat free with 0.5g of fat or less per 100g.
Benecol Fat Free Yogurts are available in a pack of four flavours; strawberry, black cherry, rhubarb and peach.
Benecol Fruit Layer Yogurts (RRP £2.39 per pack of four), provide a cholesterol-lowering alternative to other cholesterol-lowering yogurts.
Also an industry first they are made with fruity raspberry compote, topped with creamy yogurt and are perfect to enjoy for breakfast or as a tasty dessert.
The new yogurts are available from Tesco, Waitrose, Ocado, Morrison’s and Nisa from early 2012 with roll out into other leading supermarkets, including Sainsbury’s, planned.
Benecol Fat Free Yogurts and Benecol Fruit Layer Yogurts both contain Plant Stanol Ester, which lowers LDL cholesterol by up to 10% within three weeks when 1.5–2.4g of plant stanols are consumed every day as part of a healthy diet and lifestyle.
A Benecol spokesperson said: “Benecol Yogurts will be a key driver in growing the healthy yogurts category.
“Benecol Fat Free Yogurts and Benecol Fruit Layer Yogurts will attract new consumers to the cholesterol-lowering category.
“The launch will be supported with an integrated communications programme, which includes the new Let’s Lower Cholesterol Together TV campaign, radio, digital and PR.”
Benecol, the cholesterol-lowering brand, is a key player in the market with a 49% market share.
The Benecol range includes Benecol Yogurts, Benecol Yogurt Drinks and Dairy Free Drinks, Benecol Spreads and Benecol Light Soft Cheese style Spread.
The European Commission (EC) has authorised a cholesterol-lowering health claim for Plant Stanol Esters in Europe, following a positive opinion by European Food Safety Authority (EFSA) in 2008.
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