UK: Flora Pro-activ gets US$29m relaunch
Unilever UK is to put GBP15m (US$29m) behind a relaunch campaign for Flora Pro-activ.
The re-launch is designed to stop "customer confusion about cholesterol-lowering products".
Judith Bruins, Flora Pro-activ brand manager at Unilever UK, said: "Cardio vascular disease is still the number one killer in the UK and is the cause of death in 37% of men and 36% of women. It is caused by eating too many 'bad fats', which raise cholesterol levels.
"This campaign aims to combat consumer confusion surrounding cholesterol lowering products and educate consumers on how to get the optimum cholesterol lowering effect."
Flora pro.activ will be available in a seven-pack format with a premium price point of GBP4.49.
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