Finland’s Raisio has agreed on a deal with small Indian company British Biologicals to introduce its cholesterol-busting Benecol product into the country.
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The British Biologicals deal will involve selling Benecol’s ingredients to make powdered nutritional drinks for Indian consumers.
Raisio spokeswoman Heide Hirvonen told just-food that the company is also negotiating with other Indian companies about the introduction of more Benecol products.
British Biologicals will introduce the key plant stanol ester ingredients – which give Benecol its cholesterol-reducing ability – to Indian healthcare professionals to see how they could be used medically. At the same time, the Indian firm has started test-marketing Benecol in powdered drink form in several Indian cities.
“The powder is simply added to a liquid like water. It’s very popular in India as a premium product,” Hirvonen said, adding Raisio hopes to formally launch the powdered drink product throughout India.
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By GlobalDataShe said Raisio was discussing all Benecol products, especially spreads and yoghurts, with Indian food companies, although she declined to name the companies. “India, like other countries in Asia, is the most interesting market for Benecol products.”
