Strong Early Results for Danacol Launch in Canada

Cognis, now part of BASF, collaborated with Danone Inc. in Canada to develop Danacol. Launched in February 2011, Danacol is sold in stores throughout Canada, and is supported by a multifaceted consumer marketing and educational campaign.

6/14/2011 --- Canadians are finding they can drink their way to healthy cholesterol levels following the successful launch of Danacol, the country’s first drinkable yogurt with cholesterol-lowering plant sterols.

Cognis, now part of BASF, collaborated with Danone Inc. in Canada to develop Danacol.   Launched in February 2011, Danacol is sold in stores throughout Canada, and is supported by a multifaceted consumer marketing and educational campaign. “We are delighted to report that sales are ahead of plan and Danacol now has a healthy 70 percent share of the market for similar products,” said Sean Surkis, Marketing Vice President at Danone Inc.

As part of the launch, Danacol is donating $0.10 of every purchase to the Canadian Heart and Stroke Foundation, up to a total of $200,000 per year.

“We applaud Danone for their commitment to well-being and for their ingenuity in creating a delicious and convenient food product to help tackle one of the most pressing health challenges not just in Canada, but worldwide,” said Laura Troha, Brand Management and Marketing Communications Manager, Human Nutrition, BASF Corporation. “Danone sets the standard for quality and excellence, and we are proud to have our ingredients in their products.”

Almost 50 percent of Canadians age 40 and above have moderate to high cholesterol levels.  Cholesterol is a waxy substance made by the liver and found in fats (or lipids) in the blood. When properly in balance, cholesterol performs important tasks that keep the body healthy, while too much cholesterol can be harmful to one’s health. Plant sterols function by limiting the absorption of cholesterol in the intestine, thereby lowering blood cholesterol levels.

Mr. Surkis explained that for the millions of Canadians concerned about high cholesterol, one of the main risk factors for heart disease and stroke, this latest innovation by Danone makes managing excess cholesterol easier with a nutritious and convenient yogurt drink that is readily available in supermarkets. 

Canadian authorities recently authorized the addition of plant sterols to foods including drinkable yogurt, up to a maximum of 1g per serving. Each 80mL serving of Danacol provides 50 percent of the daily amount of plant sterols shown to help reduce cholesterol in adults.