Agencies line up for Benecol UK business

Benecol: global growth plan
Benecol: global growth plan

Benecol, the cholesterol-lowering food brand, is in talks with UK agencies as it prepares for a new global growth plan.

The company, which is owned by the Finnish food group Raisio, was previously managed by the Johnson & Johnson subsidiary Cilag in the UK. In November 2014, Raisio bought the rights for the UK, Ireland and Belgium for £70.7 million.

Raisio is investing in a new global growth plan for Benecol, which will include expanding the brand into new markets as well as launching new products.

Adam & Eve won the Benecol ad account in 2010 after a pitch against Bartle Bogle Hegarty and 18 Feet & Rising. It stopped working with the brand in 2013 after the agency was bought by Omnicom and merged with DDB London, which handled the rival Unilever product Flora.

Before Adam & Eve’s appointment, MCBD (now Dare) held the business for nearly a decade.

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