Agencies line up for Benecol UK business

Benecol: global growth plan
Benecol: global growth plan

Benecol, the cholesterol-lowering food brand, is in talks with UK agencies as it prepares for a new global growth plan.

The company, which is owned by the Finnish food group Raisio, was previously managed by the Johnson & Johnson subsidiary Cilag in the UK. In November 2014, Raisio bought the rights for the UK, Ireland and Belgium for £70.7 million.

Raisio is investing in a new global growth plan for Benecol, which will include expanding the brand into new markets as well as launching new products.

Adam & Eve won the Benecol ad account in 2010 after a pitch against Bartle Bogle Hegarty and 18 Feet & Rising. It stopped working with the brand in 2013 after the agency was bought by Omnicom and merged with DDB London, which handled the rival Unilever product Flora.

Before Adam & Eve’s appointment, MCBD (now Dare) held the business for nearly a decade.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More