Danacol launch in Canada shows strong early results

Danacol launch in Canada shows strong early results

Cognis, now part of BASF, collaborated with Danone Inc. in Canada to develop Danacol. Launched in February 2011, Danacol is sold in stores throughout Canada and reported sales an ahead of plan.

Canadians are finding they can drink their way to healthy cholesterol levels following the successful launch of Danacol ®, the country’s first drinkable yogurt with cholesterol-lowering plant sterols.

Cognis, now part of BASF, collaborated with Danone Inc. in Canada to develop Danacol ®. Launched in February 2011, Danacol ® is sold in stores throughout Canada, and is supported by a multifaceted consumer marketing and educational campaign. “We are delighted to report that sales are ahead of plan and Danacol ® now has a healthy 70 percent share of the market for similar products1,” said Sean Surkis, Marketing Vice President at Danone Inc.

As part of the launch, Danacol® is donating $0.10 of every purchase to the Canadian Heart and Stroke Foundation, up to a total of $200,000 per year.

“We applaud Danone for their commitment to well-being and for their ingenuity in creating a delicious and convenient food product to help tackle one of the most pressing health challenges not just in Canada, but worldwide,” said Laura Troha, Brand Management and Marketing Communications Manager, Human Nutrition, BASF Corporation. “Danone sets the standard for quality and excellence, and we are proud to have our ingredients in their products.”

Almost 50 percent of Canadians age 40 and above have moderate to high cholesterol levels.2 Cholesterol is a waxy substance made by the liver and found in fats (or lipids) in the blood. When properly in balance, cholesterol performs important tasks that keep the body healthy, while too much cholesterol can be harmful to one’s health. Plant sterols function by limiting the absorption of cholesterol in the intestine, thereby lowering blood cholesterol levels.

Mr. Surkis explained that for the millions of Canadians concerned about high cholesterol, one of the main risk factors for heart disease and stroke, this latest innovation by Danone makes managing excess cholesterol easier with a nutritious and convenient yogurt drink that is readily available in supermarkets.

Canadian authorities recently authorized the addition of plant sterols to foods including drinkable yogurt, up to a maximum of 1g per serving. Each 80mL serving of Danacol® provides 50 percent of the daily amount of plant sterols shown to help reduce cholesterol in adults.

First launched in Europe, Danacol® is now available in Canada in five delicious flavors—blueberry, raspberry-cranberry, red fruits, pineapple and vanilla. Danacol® contains no added sugar and no trans or saturated fat. It has only 35 calories per serving and is a source of calcium, and vitamin B12, and a good source of vitamins A and D. For more information, visit www.danacol.ca.

About Danone Inc. in Canada

Danone Inc. in Canada is a member of the Danone Group, a world agrifood leader. As a manufacturer and distributor of quality products that combine good taste and healthy ingredients, Danone is currently the largest Canadian producer of yogurt and other fresh dairy products. Danone believes its actions should be aimed directly at improving the lives of Canadians both today and tomorrow. For more information, please visit www.danone.ca.

BASF – The Chemical Company

BASF Corporation, headquartered in Florham Park, New Jersey, is the North American affiliate of BASF SE, Ludwigshafen, Germany. BASF has approximately 16,400 employees in North America, and had sales of $17.7 billion in 2010. For more information about BASF’s North American operations, visit www.basf.us.

BASF is the world’s leading chemical company: The Chemical Company. Its portfolio ranges from chemicals, plastics, performance products, and agricultural products to oil and gas. As a reliable partner, BASF creates chemistry to help its customers in virtually all industries to be more successful. With its high-value products and intelligent solutions, BASF plays an important role in finding answers to global challenges, such as climate protection, energy efficiency, nutrition, and mobility. BASF posted sales of more than €63.9 billion in 2010 and had approximately 109,000 employees as of the end of the year.

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