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FOOD / NUTRITION :
LAUNCH
OF REDUCOL™
THE TASK
Canadian Life Sciences company, Forbes Medi-Tech Inc, appointed Bloomsbury Communications to launch a new, clinically proven cholesterol-lowering ingredient to the
press in the UK. Reducol™, a natural ingredient that contains plant stanols and sterols, was initially to be made available in a range of Tesco cholesterol-reducing products including yoghurts, margarine and a pro-biotic drink. The objective of the campaign was to gain media coverage that would help to educate medical professionals, the food industry and the consumer, ultimately raising awareness
and creating demand for products that contain Reducol.
ACTIVITY
Bloomsbury appointed NOP to survey 700 adults across the UK to determine their knowledge about cholesterol and their opinions on preventing heart disease. Bloomsbury then held a press briefing at the Royal Society of Medicine in London
to launch Reducol and announce the survey results. A leading Professor of Food & Human Nutritional Science from McGill University in Canada discussed the role of plant sterols in the reduction of cholesterol and gave an outline of the clinical studies for Reducol. He was joined by a British Professor of Cardiovascular Medicine, a GP and a Dietitian, who discussed the extent of heart disease in the UK and the argument for prevention through a healthy diet.
RESULT
The press briefing was well attended by the media, ranging from national newspapers to consumer magazines and medical journals. The Reducol story was covered by the Daily Mail, the Sun and the Daily Telegraph, it was mentioned on BBC Radio 2’s Steve Wright show and was widely covered by consumer and industry press as well as numerous internet sites.
[ food/nutrition ] [ vertese ] [ alpro ] [vivatap] [ bio-health ] [ oatly oat milk alternative ]
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