Benecol redesigns brand image

Benecol is redesigning its brand image and packaging in all its markets. This is more than just a visual update; it is a broader transformation that will also change the way in which the brand interacts with people. The new look and brand communications will begin to roll out to consumers in stages over the course of this year.

For over 30 years, Benecol has been helping millions of people manage their cholesterol with plant stanol ester. The product range includes spreads, yoghurts and yoghurt drinks in several markets. The brand is now being developed to better meet today’s expectations: health promoting choices should feel not only beneficial but also good – wherever people encounter the brand.

The new look will first be seen on packaging, where the cholesterol lowering benefits are highlighted more clearly than before, along with taste, enjoyment and the joy of everyday life.

The packaging redesign is part of a broader transformation: it reflects how Benecol wants to engage with consumers – more clearly, more approachably and in a way that fits better into everyday life – and to reinforce a positive and empowering perspective on cholesterol management.

‘Managing your cholesterol doesn’t have to feel like a chore. We want to make it a positive and natural part of everyday life – and this should be visible in everything we do,’ said head of marketing Mervi Nieminen.

This overhaul of the entire product range is one of the biggest in the history of the brand. It supports Raisio's strategy to strengthen its position in heart health products and grow the Benecol brand internationally. The brand expanded into a new market in March 2026 with the launch of its products in Spain.