A long-term partner of Raisio, Kalbe launched the company’s cholesterol-lowering products on the Indonesian market in 2008, where it has witnessed decent annual growth since then.
Raisio’s said in a statement that its strategy has been to continue moving in to new emerging markets. Other Asian countries selling Benecol include Hong Kong and Thailand.
Kalbe International is part of the PT Kalbe Farma Tbk Group, and produces the Nutrive healthy lifestyle brand.
Nutrive Benecol is now available across over 300 retail stores in the Philippines, and its launch has been tied in to an extensive marketing campaign.
Mikko Laavainen, vice-president of Raisio’s licensed brands unit, said he is hoping to match Benecol’s launch in the Philippines with its success in Indonesia.
“Kalbe International has shown in Indonesia that the sales of Benecol products increase through marketing efforts and by offering consumers new interesting products.”