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Cognis, Germany, now part of BASF, Florham Park, N.J., collaborated with Danone Inc., Canada, to develop Danacol. Launched in February, Danacol is sold in stores throughout Canada, and is supported by a multifaceted consumer marketing and educational campaign. “We are delighted to report that sales are ahead of plan and Danacol now has a healthy 70% share of the market for similar products,” says Sean Surkis, vice president of marketing for Danone.
As part of the launch, Danacol is donating 10 cents of every purchase to the Canadian Heart and Stroke Foundation, up to a total of $200,000 per year.
“We applaud Danone for their commitment to well-being and for their ingenuity in creating a delicious and convenient food product to help tackle one of the most pressing health challenges not just in Canada, but worldwide,” says Laura Troha, brand management and marketing communications manager, human nutrition, BASF Corp. “Danone sets the standard for quality and excellence, and we are proud to have our ingredients in their products.”
Surkis says that for the millions of Canadians concerned about high cholesterol, one of the main risk factors for heart disease and stroke, this latest innovation by Danone makes managing excess cholesterol easier with a nutritious and convenient yogurt drink that is readily available in supermarkets.
Canadian authorities recently authorized the addition of plant sterols to foods, including drinkable yogurt, up to a maximum of 1 gram per serving. Each 80 millilitre serving of Danacol provides 50% of the daily amount of plant sterols shown to help reduce cholesterol in adults.
First launched in Europe, Danacol is now available in Canada in five flavors-blueberry, raspberry-cranberry, red fruits, pineapple and vanilla. Danacol contains no added sugar and no trans- or saturated fat. It has only 35 calories per serving and is a good source of calcium and vitamins B12, A and D.
For more information, visit www.danacol.ca.