Benecol Products Launched in the Philippines

21 Oct 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.”