Raisio take Benecol into olive oil

By Stephen Daniells

- Last updated on GMT

Related tags Olive oil Marketing

The presence of Benecol in Portugal is increasing with the
announcement that the cholesterol-reducing ingredient is being
introduced to olive oil, said to capture all the growth in the fats
markets in Portugal by 2010.

Mikko Laavainen, vice president, sales & marketing confirmed to NutraIngredients.com that this is the first time that the ingredient has been incorporated in olive oil, and that the company will be looking to extend this to other markets outside of Portugal. "This is a new opportunity and a new possibility for consumers,"​ said Laavainen. Raisio quotes two important factors to support the market introduction of an olive oil enhanced with health-improving ingredients in Portugal - Firstly, the potential market growth for olive oil looks promising in Portugal, and, secondly, the significance of olive oil on the fats markets will increase; it is believed that it alone will capture all the growth - olive oil currently accounts for 57 per cent of the value of the market. Raisio's Portuguese partners GL have snatched a head-start in this area and have introduced a high-quality olive oil containing the cholesterol-lowering ingredient, building on an existing partnership with Raisio that saw the introduction of a cholesterol-lowering Benecol yoghurt. "Our goal is to create a health segment in the olive oil market, to be the benchmark company in this segment, and to continue to launch value-added, innovative olive oil products to consumers who want to manage their well-being in a natural and convenient way,"​ said Teresa Dias, GL's marketing operations. According to GL, the reasons behind the partnership are simple, with Benecol the leading brand in its sector, strong scientific evidence of effectiveness, the brand's ability to generate customer loyalty, investments in research and development, and a strong partnership programme. "We are very pleased that GL has chosen to cooperate with Raisio Benecol,"​ said Anniina Honkanen, marketing manager from Raisio Benecol. "Our unique business model - to partner with the local food industry and to combine the expertise of the local industry with the scientific and marketing knowledge of the Benecol team - has functioned very well this time also."

Related topics Polyphenols Cardiovascular health

Related news

Related products

show more

Krill oil supports six key areas of healthy aging

Krill oil supports six key areas of healthy aging

Content provided by Aker BioMarine | 14-Feb-2024 | White Paper

The global population is getting older—according to WHO by 2050 the world’s population over 60 years will double and the population above 80 years will...

Latest Research Findings on Omega-3s for Heart Health

Latest Research Findings on Omega-3s for Heart Health

Content provided by GC Rieber VivoMega™ | 12-Feb-2024 | White Paper

According to Grandview Research, the global omega-3 market is a $2.62 billion market and is one of the fastest-growing segments in the dietary supplement...

Dynamic Duo - More Power, Less Fatigue

Dynamic Duo - More Power, Less Fatigue

Content provided by Enovate Biolife LLC | 23-Jan-2024 | White Paper

Better physical performance & vitality have deep connections to muscular as well as cardio-respiratory health.

Related suppliers

Follow us


View more