Benecol-maker, Raisio, expands deal with McNeil

Finnish food and chemicals group Raisio has completed a new agreement with U.S. McNeil Consumer Healthcare to market its Benecol brand.

There are two major components to the new contract. The companies agreed that McNeil would focus on the North American market, the European Union (excluding Finland, Sweden and Denmark), Japan and China. Raisio's Benecol territory will include Scandinavia, the Baltic Rim countries, the former Eastern Bloc, Middle East, Latin America, South East Asia and Oceania.

The two companies also agreed on a new market-based supply arrangement for the cholesterol-reducing ingredient in Benecol products.

The purpose of the new agreement is to improve the competitiveness of both parties, speed up the global penetration of the Benecol business and to strengthen Benecol as the leading brand in the area of cholesterol-lowering foods.

Both parties may appoint, in their respective territories, third parties such as leading national and multinational food companies to extend the product portfolio. Third party products will be marketed under the Benecol brand, either as brand or co-brand.

Click here for background information on Raisio, McNeil and Benecol.

Edited by Pam Ahlberg,
Managing Editor, Food Online