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Avesthagen acquires exclusive marketing rights for India to Raisios top selling product -- Benecol
Bangalore-based Avesthagen announced today that it has signed an agreement with the Raisio Group of Finland giving Avesthagen exclusive marketing rights to Raisios top-selling product -- Benecol in India.
(PRWEB) July 23, 2004 -- Bangalore-based Avesthagen announced today that it has signed an agreement with the Raisio Group of Finland giving Avesthagen exclusive marketing rights to Raisios top-selling product -- Benecol in India.
Benecol is a plant-derived product, which - in 40 separate clinical trials conducted globally - has been shown to lower cholesterol levels. It is widely used as a food ingredient in products such as yoghurt, yoghurt drinks, other milk-based drinks, buttermilk, margarine, pasta, cereal bars, ready-to-eat casseroles, mayonnaise-based salads, cheese and cheese spreads in the U.S. and the EU.
According to Mr. Tehmaas Gorimaar, Senior Vice President AQUAS, Benecol will be marketed by AQUAS, the services and sales arm of Avesthagen. Avesthagen is rolling out its funbctional food programme with the marketing of Benecol. We are in talks with several potential customers to make Benecol available in India. Our target market is the large no. of food and dairy companies that are developing new products or line extensions that incorporate nutraceuticals of proven value" says Mr. Gorimaar.
Mr. Intekhab Mufti, VP, Business Development, Natural Products, Avesthagen adds It is part of an overall strategy of the company to introduce a line of scientifically proven nutritional bioactives that are effective in addressing health-related problems and can be added to food and beverages. Avesthagen has a strong pipeline of products in progressive stages of research and development to support its plans for tapping the potential of the functional foods market"
Benecol has received GRAS (Generally Recognized as Safe) status in the U.S., and Benecol margarine has received FOSHU status in Japan. It has also been evaluated by food authorities in several EU countries prior to its launch.
Benecol lowered levels of serum cholesterol and LDL (the bad cholesterol") by 10% and 15%, respectively within two weeks at consumption levels of 2 grams of per day. The cholesterol-lowering action is independent of the fat content of the background diet, and additive to the effect of statins. If consumption is continuous, the effect is permanent. Benecol is lactose-free and vegetarian.
Elaborating on the companys long-term plans Dr. Villoo Morawala-Patell, Founder & CEO, Avesthagen states that by 2010 we will bring to market a range of clinically validated nutritional compounds which will be licensed to large food companies for use as nutraceutical supplements and functional foods"
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