British Biologicals has entered into a business partnership with Raisio Nutrition Ltd. of Finland. The partnership has introduced Raisio's Plant Stanol Ester, 'Benecol' under the brand name ColRed Benecol, a nutritional product for cholesterol reduction. The unique formula is first-of-its-kind product in the Asian region.

ColRed has the efficacy in controlling elevated cholesterol which had been confirmed in 40 randomized controlled global clinical trials. There were no adverse effects in clinical and toxicological studies. The product has been endorsed by Food and Drug Administration of USA and FOSHU of Japan. It has been recommended by the US National Cholesterol Education Program; the European Union Scientific Committee on Foods and the International Atherosclerosis society.

According to V S Reddy, managing director, British Biologicals, Raisio had selected the Indian company because of its impressive market presence with its range of products. The company exports its range of nutraceutical products to 15 countries. It has now chalked a strategic entry into the European and the US markets soon.

Efforts are on to firm up a business partnership in Russia within the next two months. The company would be also developing products to suit the requirements of African countries, thus making its intentions clear of having a pan-global presence.

Presently, the brands under the fold of British Biologicals included B - Protin; D-Protin (for diabetics); Pulmocare (for lungs) Pro-Pl (for pregnant and lactating mothers); Kids Pro (for growing children); Hepa Pro (Hepatoprotector); Meno Pro (for Menopause: Medi Slim (for slimming: AX Kal (alternative to sugar) and now ColRed (which reduces cholesterol naturally). Two of the brands are among the top hundred brands of the country.

V Sridhar, executive director, British Biologicals stated that the company enjoyed a market share of around 23 per cent in ethical nutrition supplement market and was considered one of the fastest growing nutraceutical companies in India. The company's strength was its research based nutrition supplement. With such research and development, it would soon be launching products in specialties such as orthopaedics; oncology; nephrology; and cardiology.