Benecol
Raisio Benecol produces, sells and markets Benecol, an ingredient in ‘healthy option’ foods. Across Europe it’s sold in 30 countries with over 20 major food partners forming a network around the product.
As a new rapidly growing brand, Benecol needed to establish a cohesive brand position with all its business partners.
Approach
Market research and a branding review established a strong marketing position and this was tested to check its relevance for all Benecol partners. To unite the producers a programme, ‘Partners by Heart’, was developed creating a consistent brand position and communications packages across all markets. A partner’s extranet was produced to further unify the partners and to allow rapid delivery of information.
Results
Benecol ingredient business grew by 11% in 2005 with their market share in sterol based products worldwide expanded to 30%.
Involvement
This work was led by BBN Finland with BBN UK, BBN France, BBN Spain and BBN Australia contributing.
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