Philippines becomes latest Asian market targeted by Raisio

Philippines becomes latest Asian market targeted by Raisio

Raisio has taken its Benecol brand into another Asian market, with the launch of a range of smoothies in the Philippines.

The Finland-based food group has teamed up with Kalbe International, a subsidiary of regional nutrition and pharma company Kalbe Farma Tbk Group, to introduce the products into the Philippines.

Kalbe, which is the distributor for Benecol in Indonesia, is selling the smoothies under the Nutrive Benecol brand in the Philippines. Nutrive is a brand owned by Kalbe.

Raisio, which also sells Benecol products in Thailand and Hong Kong, claimed over 40% of the Philippines population - which numbers 100m - has "elevated cholesterol levels".

The company said its tie-up with Kalbe in the Philippines had secured listings at 300 local stores.

Raisio launched Benecol in Hong Kong in September. Click here for our interview, published that month, with Mikko Laavainen, the VP for licenced brands at Raisio, on the Hong Kong launch and the company's plans for emerging markets.

Show the press release

Raisio plc, Stock Exchange Release, 21 October 2013


Raisio’s Benecol partner Kalbe International launched Benecol smoothies on the Philippine market in October 2013. Kalbe International is Raisio’s long-term partner that launched Benecol products on the Indonesian market in 2008. Sales of Benecol products have increased each year in Indonesia.

In the growing Asian markets, Benecol products are now sold in the Philippines and Indonesia as well as in Hong Kong and Thailand. Raisio will continue its long-term efforts to enter new markets in the BRIC countries.

Kalbe International is part of the PT Kalbe Farma Tbk Group, the largest publicly listed nutrition and pharmaceutical company in Southeast Asia. Net sales of the Group were approximately EUR 886 million in 2012. Nutrive is their healthy lifestyle brand. In the early stages of the launch, Nutrive Benecol products are sold in more than 300 retail stores in the Philippines. The launch of Benecol products also includes an extensive marketing campaign towards consumers and healthcare professionals.

According to the World Health Organisation (WHO), more than 40 per cent of nearly 100 million inhabitants of the Philippines have elevated cholesterol levels.

Mikko Laavainen, Vice President of Raisio’s Licensed brands unit, regards the Benecol product launch in the Philippines as an important step. “Kalbe International has shown in Indonesia that the sales of Benecol products increase through marketing efforts and by offering consumers new interesting products.”

Original source: Raisio