Raisio, the Finnish firm behind the Benecol brand, remains in discussions over further expansion in Asia after launching its first product in India.
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The company is eyeing Asian markets outside India and is locked in talks with potential partners on the continent.
A spokesperson for Raisio refused to be drawn on the company’s next move in Asia but hinted that China could be a market on the horizon.
“It’s difficult to say – it’s a question of whether the local authorities give us permission to market our food products in those countries,” she told just-food. “China is one of our main interests in Asia.”
Raisio’s today (21 February) launched its first cholesterol-lowering product in India through local partner British Biologicals.
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By GlobalDataRaisio believes that Indian consumers, who, the company claims, are following Western eating habits, will take to the powder.
“The Colred-Benecol nutritional powder is the first cholesterol-lowering Benecol product that has been introduced on the Asian market,” said Raisio CEO Matti Rihko.
