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Non-Tech : Raisio - Nutraceutical Pioneer - Top Performing Stock
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To: NY0001 who wrote (8)7/19/1999 4:24:00 PM
From: NY0001  Read Replies (1) of 11
 
Benecol selling well in the US.

Friday July 16, 6:36 am Eastern Time

Raisio says pleased if Benecol U.S. data accurate

HELSINKI, July 16 (Reuters) - Finnish food group Raisio said on Friday
it was pleased if reports about the market share of its Benecol products
in the United States were accurate, but it could not confirm the
figures.

Merrill Lynch analyst Bram Cornelisse told Reuters that based on
independently collected data he had obtained, he believed Benecol had a
2.4 percent share of the U.S. margarine market versus a 0.5 percent
share for rival Unilever's Take Control.

''I have not seen the official data, so I can only say that if it is
correct we are really pleased,'' Raisio spokesman Sten von Hellens said.

The data was for a four-week period starting in late May after
cholesterol-cutting Benecol margarines and spreads were launched,
Cornelisse said.

Benecol is marketed in the United States and internationally by Johnson
and Johnson unit McNeil Consumer Products (NYSE:JNJ - news).

Cornelisse cautioned, however, that as Unilever had so far conducted no
marketing campaign for Take Control he expected its market share to
rise.

A Unilever spokesman told Reuters late on Thursday that the company was
about to start such a campaign.

Raisio's share has rocketed on talk of Benecol's U.S. market share,
rising 7.4 percent on Thursday and 12.2 percent on Friday to trade at
12.05 euros at 1028 GMT, making it Europe's top gainer .

The share has gained almost 130 percent since it hit a low of 5.30 euros
in February as investors were cheered by Benecol products being launched
in the United States and Europe.

But the stock still has a way to climb to peaks of 18 euros reached in
May 1998.
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