US sales of the Finnish health spread Benecol have been disappointing, contrasting with the healthy share of the spreads sector the product enjoys in its home market and in the UK.
Manufactured by Raiso, Benecol is reported to have a 10.2% market share in Finland and a 3.8% share of sales in Britain, where demand rose so fast this summer that supplies dried up and advertising had to be halted.
Raiso’s experience in the US market underlines the pitfalls awaiting European companies hoping to launch what they consider to be functional foods.
Despite a proven cholesterol-reducing effect in the human diet, Benecol is only permitted the US classification: