Finnish food company Raisio has launched its Benecol yogurt drinks in Hong Kong, as part of its efforts to enter new markets in Brazil, Russia, India and China. Benecol products are designed to help lower cholesterol.
In Hong Kong, Raisio is implementing a new business model as the company itself and the local Benecol product distributor are jointly responsible for business operations. Wing Kee Produce Ltd operates as a local distributor of Benecol products in Hong Kong and Raisio works with the distributor to further develop the business.
Hong Kong was selected as the first market area for the alternative business model on the basis of market surveys. Benecol yogurt drinks will be available in major retail chains and department stores.
Benecol yogurt drinks for the Hong Kong market are manufactured by Swiss dairy giant Emmi.
Raisio’s Mikko Laavainen, vice president responsible for the Benecol business, said that the company considers Asia an important future market area for Benecol products and the Hong Kong launch offers a great opportunity to develop the business in this region.
— We will actively continue negotiations with new potential license partners in order to launch Benecol products in new markets especially in Asia and South America, he added.
Hong Kong has a population of more than seven million people, and according to local studies, more than 40 per cent of the adult population has elevated cholesterol levels.
A significant proportion of these people form a potential user group of Benecol products, which are designed to help lower cholesterol.
Raisio’s key market areas currently are Finland, Great Britain, the Czech Republic, Russia, Ukraine, Poland, Estonia and Sweden.
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