News

Raisio takes cholesterol reduction to China

Raisio’s new Benecol partner Neptunus is launching Benecol powdered drink in China. Benecol is designed to reduce cholesterol. This expansion to the world’s most populated country supports Raisio’s aim to open up new markets for Benecol products together with its licensing partners, the company said. Benecol powdered drink will be first sold at approximately 1,700 […]

Raisio’s new Benecol partner Neptunus is launching Benecol powdered drink in China. Benecol is designed to reduce cholesterol. This expansion to the world’s most populated country supports Raisio’s aim to open up new markets for Benecol products together with its licensing partners, the company said.

Benecol powdered drink will be first sold at approximately 1,700 Nepstar stores, mainly in large cities on the east coast of China. The aim is to have Benecol powdered drink available in selected hospital stores and sales channels of health care professionals in six months, Raisio said: in the long term, Neptunus will focus on significantly expanding its sales network.

Raisio says it has worked determinedly to open markets for Benecol products, particularly in Asia and South America. The latest launches were carried out in Brazil in November 2014 and in South Korea in February 2015.

The Benecol product launch in China will, according to the company, strengthen Raisio’s strategically important expansion into new growing markets of Asia. Cholesterol levels are rising in China, it claims, so there is a need for cholesterol-lowering products.

“We have long worked to enter the Chinese market and we are very pleased to be partnering with Neptunus, the company that is investing in Benecol products,” said Olavi Erkinjuntti, Sales Director of Raisio’s Benecol business.

Raisio notes that, according to the World Health Organization (WHO), one-third of the Chinese population have elevated cholesterol levels. Cholesterol levels have been rising as Western-style eating habits have become more common in China.