FDBusiness.com

Finnish food group Raisio has introduced Dobrogea Benecol, a cholesterol lowering bread, in the Romanian market. Launched by Raisio’s Romanian partner Doprogea Grup, Benecol bread is the first cholesterol-lowering foodstuff in Romania. Dobrogea Grup is a leading company in the milling and bakery industry in Romania and had net sales of Eur60m in 2009.

The launch will not only open a new market for cholesterol-lowering foods in Romania but will also increase the awareness and visibility of the Benecol brand in Eastern Europe. Raisio, with its local partners, is continuing to prepare new Benecol-based products for launch in new markets.