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Non-Tech : Raisio - Nutraceutical Pioneer - Top Performing Stock
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To: NY0001 who wrote ()1/26/1999 1:43:00 PM
From: NY0001   of 11
 
McNeil says U.S. launch of Benecol hastened

HELSINKI, Jan 26 (Reuters) - McNeil Consumer Products said on Tuesday
deciding to sell a spread containing the anti-cholesterol agent Benecol
as a conventional food rather than a dietary supplement would speed up
its U.S. launch.

''...We're going conventional food for Benecol in spread form to bring
the product to the market as quickly as possible,'' Ron Schmid, Vice
President for Communications at the Johnson & Johnson unit, told
Reuters.

''(Applying for approval as a dietary supplement) could be down the
line,'' he said.

The agent has been developed by Raisio , which has sold Benecol
margarine in Finland since 1995.

Schmid declined to comment on when Benecol margarine would hit shelves
in the United States or when McNeil would move to gain regulatory
approval to sell it as a dietary supplement, which allows it to make
health claims.

He also said it was too early to detail the pricing of Benecol spread.

''There have been some reports on what it would be priced at but it
really is too early to be discussing that,'' he said, adding that
Benecol would retail at a reasonable margin to ordinary margarines.

Schmid said that although McNeil would not be able to make health claims
for Benecol, consumers would be aware of the scientific research
pointing to its beneficial effect on cholesterol levels.

''Medical experts and dietary experts all agree that it confers
incredible public health benefits,'' he said. ''I think American
consumers have heard that.''
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