Benecol launched in Brazil

Benecol launched in Brazil

Raisio has introduced its Benecol brand to the Brazilian market in partnership with local dairy group Shefa.

The Finland-based company said today (17 November) Shefa will produce a Benecol-branded UHT milk for sale in Brazil. The group intends to extend the range in the future, Raisio said.

Mikko Laavainen, VP of licensed brands at Raisio, said the launch was an important step as the group works to extend its brands into new markets through local partnership and licensing arrangements.

"With our long-term efforts at Benecol business, we aim to expand into new markets with our local partners. Demand for cholesterol-lowering functional foods is growing particularly fast in Asia and South-America due to improved standard of living and changing eating habits," Laavainen said.

Distribution is focused on "large retail stores" in cities around the country, Raisio added.