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Raisio 's To Launch Cholesterol Lowering Benecol Bread In Romania




Dobrogea Grup is a leading company in the milling and bakery industry  Romania. The company's product range includes flours and biscuits. In 09, Dobrogea Grup's net sales was EUR 60 million. 
With the launch of the cholesterol-lowering bread, Dobrogea and Benecol will open a new market for cholesterol-lowering foods in Romania. The Benecol bread launch follows the seminars held in the early winter for health care professionals in Romania. Consumer awareness of the new product will be raised by extensive media campaigns.
Romanian people are increasingly interested in and aware of healthy nutrition. So far, consumers have preferred traditional products and the meaning of nutritional content has been secondary in food choices, but people have shown a clear interest in, for example, additive- and preservative-free products. In the prevention of heart diseases, consumers are gradually starting to favour healthier lifestyle and nutritional ways to maintain good health.
The launch in Romania will increase the awareness and visibility of the Benecol brand in Eastern Europe. Raisio's strength is in the ability to adjust, together with its partners, to local inhabitants' purchasing behaviour and in launching Benecol products suitably applied to the markets in question. The Benecol bread on the Romanian market is a good example. Raisio will continue the preparation work with its local partners to launch new products on new markets.
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