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Introduction

This report on Flora and Benecol forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations.

Scope

Highlights

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
Flora pro.activ is the world's best-selling cholesterol-lowering food brand 2
Strong growth has helped the spread's popularity grow to over 13 million households 2
Healthiness of product emphasized through My Choice labeling 3
Flora pro.activ range is extended to include non-spreadables 3
Flora Hearts website promotes healthy heart message 4
Kids' page attempts to gain children's interest in its new Omega 3 line 4
Recipe page encourages consumers to use more of the brand and in a creative way 4
Health questionnaire encourages consumer interest in health benefits of Flora pro.activ 4
Innovative marketing helps spread Flora pro.activ's health message 5
Unilever receives criticisms for claiming that pro.activ has health benefits that are unfounded 5
Roadshows offer free health checks 5
Promotion with BUPA provides product with stature 5
Benecol hits UK with unique product ingredient 5
Benecol is the only range of foods to contain the ingredient plant stanol ester 5
Studies back cholesterol-lowering claim 5
Benecol's website includes extensive product educational material 6
Recipe pages show how to incorporate Benecol into healthy meals 6
Benecol C-Panel helps promote health message 6
Ask the Experts facility provides one-to-one advice 7
Benecol is promoted more widely through TV ads and product partnerships 7
TV commercial seeks to impress viewer with novel images 7
Benecol enters non-dairy market with Tropicana Essentials with Benecol 7
APPENDIX 9
Case study series 9
Methodology 9
Secondary sources 9
Further reading 9
Ask the analyst 9
List of Figures
Figure 1: The Flors pro.activ range of spreads will feature the My Choice label 3
Figure 2: The Benecol range 6
Figure 3: Tropicana Essentials Juice - With Benecol 8