Finnish food group Raisio has announced that its Indonesian partner, Kalbe Nutritionals, is to launch a range of smoothies containing the functional ingredient, Benecol, on the Indonesian market.
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The range will be marketed under the Nutrive Benecol brand. Nutrive is a new range Kalbe has developed specifically for functional and better-for-you products. According to Raisio, health and wellness are becoming increasingly important motivators among better-off Indonesian consumers.
Benecol products, marketed as helping to lower cholesterol, are already sold in India, and Raisio said it is working with its local partners in preparation to enter further Asian markets with other new products.
Raisio CEO Matti Rihko said the launch of Benecol products in Indonesia was an important step in the company’s bid to enter new markets in the region. “As has been seen in many countries, the sales of Benecol products increase when the partner focuses on developing the entire market for cholesterol-lowering functional foods and introduces new, interesting products and applications to the market,” Rihko said.
Kalbe Nutritionals is a part of the Indonesian nutrition and pharmaceutical company, PT Kalbe Farma Tbk, which had a group turnover in 2007 of EUR560m (US$795m).
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