News & Analysis on the Bakery and Snacks Industries
Benecol overhauls packaging of its cholesterol management products
By Oliver Morrison
- Last updated on
Benecol has rebranded its cholesterol-lowering product portfolio with a ‘clean and fresh’ new design.
The range, which includes yogurts, yogurt drinks, spreads and cereal bars, will be gradually rolled out in the new branding from May 2020 in all UK major supermarkets.
Benecol said the new packaging aims to bring the fresh taste of the functional foods to life. The product efficacy message – that they are ‘proven to lower cholesterol’ – will also be highlighted more prominently as part of the new design.
Benecol Brand Manager, Jennifer Coates, said: “Benecol has been leading the way in the cholesterol management category by continuously innovating for over two decades. We are very proud of our great-tasting portfolio which is proven to lower cholesterol and believe that this new branding underlines that message completely, whilst also conveying the quality of the foods.
“Benecol aims to educate and encourage people across the UK to make small and easy switches to their daily routines and help them lower their cholesterol, by demonstrating that a balanced diet can still mean delicious food too.”