Raisio, the Finnish food manufacturer of cholesterol-lowering Benecol margarine, has struck a deal with US-headquartered McNeil Consumer Healthcare to divide the worldwide marketing and distribution of the brand.
Raisio will continue to manage the product in its native Finland, Sweden, Denmark, the Baltic Rim, Eastern Europe, the Middle East, Oceania, South East Asia and Latin America, while McNeil will take over in North America, the EU, Japan and China.
As part of the deal, both parties have the option to appoint third parties in the territories they oversee to enlarge the Benecol portfolio. New products developed by other companies will be marketed under the Benecol umbrella.
Commented Raisio’s Sten von Hellen: “We want to develop Benecol as the leading brand in the niche area of cholesterol-lowering foods. And together with McNeil we have a global partner strong enough to penetrate new markets, and grow in current markets”.
News source: Advertising Age - International Daily