Licensed brands, Benecol
Benecol business focuses on the licensing of Benecol brand and plant stanol ester to its partners around the world. Raisio aims to expand into new markets, particularly in Asia and South America. Acquisition of the Benecol business from the affiliates of Johnson & Johnson was a significant and important deal for Raisio. In 2014, consumers around the world used more than 400 million daily doses of Benecol products.
Main events in 2014
- Benecol was launched in Brazil in November.
- Steady demand for Benecol products, although big differences in sales development between the countries continued.
- Sales in Benecol products grew in Finland, Spain, Indonesia and Hong Kong.
- Benecol products were launched in South Korea after the review period in February 2015.
Net sales for the Benecol business grew from the comparison period and business profitability remained at its normal good level.
Sales of plant stanol ester in, e.g., Finland, Spain, Indonesia and Hong Kong increased and were at the comparison year level in the markets acquired from the affiliates of Johnson & Johnson.
Active work to open new markets
As a whole, demand for Benecol products was stable and at the comparison year level. Big differences between the sales in different countries continued. Sales in Benecol minidrinks and yogurt drinks increased in several markets.
Benecol milk was launched in Brazil in November. This launch supports the objective of Raisio's Benecol business to expand into new markets. In South America, Benecol products are now available in Chile, Ecuador, Columbia and Brazil.
UK is the largest Benecol product market.
The UK is still by far the largest market for Benecol products and Benecol is the market leader. Poland, Spain, Finland, Ireland and Belgium are also major markets for Benecol products. In Indonesia, sales in Benecol products increased while in Thailand, for example, the uncertain political situation and low marketing efforts decreased sales considerably. In Hong Kong, Benecol product sales increased due to TV campaigns.
After the acquisition completed in November, Benecol product home markets administered by Raisio itself include the UK, Ireland, Belgium, Poland, Finland, Portugal and Hong Kong. Raisio subcontracts Benecol products containing a unique ingredient, plant stanol ester, and is responsible for the product sales and marketing in the markets mentioned above.
Raisio continues active efforts to open new Benecol markets, particularly in Asia. Benecol products were launched in South Korea after the review period in February 2015.
Through the acquisition, the number of Benecol home markets rose to seven.
From the beginning of 2015, Benecol unit includes licensing and partnership work for plant stanol ester, Benecol product ingredient, as well as sales and marketing of Benecol consumer products in Raisio's home markets in the UK, Ireland, Belgium, Poland, Finland, Portugal and Hong Kong.