Benecol - Rebuilding a Business with Everyday Communications

Helen Adcock, Joe Rudkin and Sharon Powell

In 2007, Benecol (a range of cholesterol lowering foods) faced a bleak future in the UK with a decline in market share and its sector also shrinking.

Benecol – Rebuilding a Business with Everyday Communications

Principal Authors: Helen Adcock, Joe Rudkin - CaratContributing Author: Sharon Powell - MCBD

INTRODUCTION

It was Autumn 2007 and the Benecol® brand was struggling.1This category pioneer had been...

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