Benecol Introduces Salad Dressing Line

At the time Benecol margarine first gained widespread attention back in late 1997, McNeil Consumer Healthcare, the Johnson & Johnson company with marketing rights to the product, hinted at future product applications for the cholesterol-lowering ingredient, plant stanol esters. They said that the fat-soluble stanol could be used in any food containing fat, such as chocolate, ice cream, salad dressing or mayonnaise.

True to their word, McNeil has announced the launch of Benecol salad dressings, available in four flavors and promising the same cholesterol reducing benefits as the margarine. Ranch, French-Style, Thousand Island and Creamy Italian versions of the dressings will be available in grocery stores, drug stores and mass merchandisers for a suggested retail price of $4.99.

"We are very excited about the Benecol line of foods. It represents the first of a whole new wave of foods," said Eileen Scott, executive vice president of Merchandising, Pathmark Stores of Woodbridge, NJ. "We think Benecol dressings are going be an enormous success and a great addition to the family of products."

With reported distribution in grocery stores of 66% within two weeks after the May launch and climbing to 82% in the fourth week after launch, distribution of Benecol spread has outpaced recent new product launches such as WOW Chips and V8 Splash.

Outreach to the healthcare professional has been an important marketing component in the launch of Benecol. In a recent survey completed the first week of July, over 75% of primary care physicians were aware of the brand. The company's combined efforts of McNeil and Johnson & Johnson professional sales representatives have provided an extensive program for educating physicians, nurses, dietitians and pharmacists nationwide about the scientific evidence documenting Benecol's ability to help promote healthy cholesterol levels.

"These results indicate that consumers and physicians have embraced the idea of the marriage of great-tasting foods with great science and understand the benefit they gain by incorporating Benecol into their diets," said Tony Vernon, president of McNeil Consumer Healthcare.

The ingredient in Benecol (plant stanol ester) is derived from plant extracts. It has been found in small amounts in the human diet for centuries in foods such as corn, wheat, rye, oats and olive oil and is based on research dating back to the 1950's for its ability to lower cholesterol levels. It works by blocking the absorption of cholesterol in the digestive tract.

Edited by Pam Ahlberg