Name recognition for Cognis’ Heart Choice® brand of natural plant sterols continues to climb past the competition at dramatic speed, according to a new survey.
Among consumers interested in managing their cholesterol, 46 percent said they were familiar with Heart Choice®, a 14 percent increase in just one year. These results build on the growing awareness since the 2008 survey which found that 32 percent of consumers recognized the Heart Choice® brand. In similar surveys to date, Heart Choice® was rated second in awareness over all other plant sterol branded ingredients, with only Benecol® having a higher consumer awareness.
Cognis Nutrition & Health, the world’s leading supplier of natural phytosterols, commissioned the Omnitel survey conducted in January 2009 by Gfk Custom Research North America. In the nationwide poll, 1,000 males and females over 18 years of age were randomly selected to complete telephone interviews.
Growing brand awareness can be attributed to Cognis’ market success. Last year, Cognis announced the launch of Arnold® and Brownberry® breads containing Heart Choice® natural plant sterols. When combined with a healthy diet and exercise, the breads may help lower cholesterol up to 15 percent. Cognis’ Heart Choice® logo is prominently displayed on the front package so consumers know that their bread contains a superior source of heart healthy plant sterols.
Heart Choice® is also in a broad range of nutrition bars and dietary supplements such as Natrol’s new Cholest Intercept™ and Iceland Health®’s new Omega-3 Cholesterol Health product sold in major retailers like Rite Aid and Walgreens.
Laura Troha, Marketing Manager, Cognis Nutrition & Health explained that these survey findings provide a valuable perspective as phytosterols become mainstream ingredients. “Cognis’ branding model is once again successful in building consumer awareness through our multi-faceted programs. Furthermore, this research illustrates for our customers the value of the Heart Choice® brand in pulling through sales at the retail level.” She explained that Cognis will continue to build on Cognis’ marketing momentum by supporting Heart Choice® products through public relations and advertising in popular media outlets such as WebMD and Health magazine in addition to in-store promotions and point-of-purchase sales. Consumers can also find easy-to-understand heart health research and answers to their cholesterol questions at www.heart-choice.com.
About Heart Choice:
Natural phytosterols are found in vegetables, fruits, vegetable oils, legumes, nuts, and grains. Heart Choice® ingredients meet the requirements of the unqualified FDA-approved health claim for phytosterols and reduced risk of coronary heart disease. With the industry’s broadest portfolio of all natural, kosher, non-GM/IP certified phytosterols, Cognis’ product line is ideal for a variety of functional food applications and dietary supplements. Cognis has been producing sterols longer than any other manufacturer and its production facilities in the United States, Germany and France provide the industry’s largest capacity of phytosterols.
For more information about Cognis’ Heart Choice® natural phytosterols, visit www.cognis.com or in North America, call 800.673.3702 to place an order, e-mail [email protected], or fax 513.482.3576.
Cognis is a worldwide supplier of innovative specialty chemicals and nutritional ingredients, with a particular focus on the areas of wellness and sustainability. The company employs about 6,000 people, and it operates production sites and service centers in 30 countries. Cognis has dedicated its activities to a high level of sustainability and delivers natural source raw materials and ingredients for food, nutrition and healthcare markets, and the cosmetics, detergents and cleaners industries. Another main focus is on products for a number of other industries, such as coatings and inks, lubricants, as well as agriculture and mining.
Cognis is owned by private equity funds advised by Permira, GS Capital Partners, and SV Life Sciences. In 2007, Cognis recorded sales of about 2.8 billion euros and an Adjusted EBITDA (operating result) of 360 million euros.