Benecol buys into Thailand

Finnish group Raisio has entered Indonesia – its third Asian market – following a deal with a Thai-based company that will see its cholesterol-lowering, plant stanol ingredient
featuring in a beverage targeting increasing numbers of obese Indonesians.

Hearti Benecol will sell in mainstream retail outlets in Indonesia’s major cities, a process facilitated by the distribution network of its local partner, Saha Pathanapibul. The
product will be backed by a major promotional and education campaign that included cooperation with the Heart Association of Thailand.

Raisio, which recently had its ingredient approved in China, said other Asian countries would follow.

«Experience has shown that the first player on the market creates a whole new category and often achieves a significant market position», said Raisio CEO, Matti Rihko.