The initiative has been organised in conjunction with the World Heart Federation. It is intended to raise awareness of the heart age concept, which offers a simple way of calculating and expressing common cardiovascular risk factors.
A global website features an online tool that enables users to calculate their heart age, as well as information for healthcare professionals.
The Heart Age logo will appear on Flora Pro.Activ packs in the UK from the end of July, while a £4m TV ad campaign breaking in September will promote the test. The activity will be created by DDB London or Bartle Bogle Hegarty, which are both presenting their ideas.
The logo will appear on standard Flora packs early next year; further marketing is planned to support this.
The shift in emphasis comes as Flora concludes its long-standing multimillion-pound title sponsorship of the London Marathon, which it had used to promote the health benefits of its products.
In the UK, butter brands' sales are outpacing Flora. Lurpak, the UK's number-one yellow-fat brand, is worth £227m, almost £21m more than Flora.
Reducing heart age
- Cases of cardiovascular disease (CVD) in the UK could be cut by 216,000 over 10 years if people with elevated heart ages were to reduce them by three years.
- If everyone's heart age was the same as their actual age, the number of CVD cases could be reduced by 986,000 over the same period.
- Source: Unilever