Finland-based Raisio Group, a plant-based nutrition major has major plans to enter Asian region with its flagship product Benecol. The product contains the active ingredient plant Stanol Ester known to reduce cholesterol levels. The company is scouting for partnership opportunities not only with the Indian food sector but with those in China and South East Asia.

As part of its Asian market foray, the company entered into a business partnership with the Rs 100 crore British Biological, a leader in the nutraceutical supplement space in India. Raisio is providing plant stanol ester in powder form to the company for ColRed, an ethically promoted nutritional supplement for cholesterol control.

Benecol was introduced in 1995 and by 1999, Raisio covered markets of Europe, US and 30 other countries including South America and South Africa. The company offers Benecol either in a semi solid or liquid form which is combined in yoghurt, margarine or pastas. "We look at the usage of Benecol after assessing the dietary habits of each country, Mikko Laavainen, commercial director, ingredients division, Benecol/Raisio Group told Pharmabiz.

Right now in India, we will offer British Biologicals, Benecol in powder form for the product ColRed, a nutritional supplement for cholesterol patients.

The growing number of lifestyle disorders in the Asian region prompted us to look to the region. There are several promising opportunities and we are working out strategies to garner a market presence in this region, stated Laavainen.

Raisio is an authority in plant-based nutrition. The company manufacturers and markets functional food ingredients, feeds and malts. The foods division has a total of 300 products. In 2007, it garnered revenues to the tune of Euro 400 million.

The cholesterol lowering product market is valued over $1 billion in the US. The high fat diets and lack of exercise is resulting in the increased levels of cholesterol which is the primary cause of cardio vascular diseases. This is a growing market and in an age where healthy foods and Probiotics are becoming a choice, Benecol will be a much-sought-after by food processing sector in varied consumption applications, added Laavainen.