Raisio has launched its Benecol brand of dietary supplement drinks in Thailand in partnership with Saha Pathanapibul.
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The dietary supplements will be marketed under the Hearti Benecol brand, the company revealed.
The Hearti Benecol dietary supplement drink will be sold in a number of Thai cities through large multiple retailers, the Finnish company said
Thailand is the third Asian country where Benecol products have been launched during 2008, following moves into India and Indonesia, and Raisio indicated that it is eyeing further expansion.
“We intend to grow our business by launching in growing markets in Asia,” a spokesperson told just-food. “We also remain committed to developing innovative new products.”
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By GlobalDataCommenting on Benecol’s Thai launch Raisio’s CEO Matti Rihko said: “The launch of Benecol products in Thailand is an indication of Raisio’s ability to enter new markets with major local partners. Experience has shown that the first player on the market creates a whole new category and often achieves a significant market position.”
