Finnish foods group MB Group will invite agencies to pitch early next year for Multi-Bene, a cholesterol-reducing margarine the company plans to launch in the U.S. and Europe in the first quarter of 2001. No ad budget was disclosed. Multi-Bene will compete in markets dominated mainly by Unilever and Finnish company Raisio, which launched its cholesterol-reducing margarine product Benecol in 1996. Trials for the product were conducted among test groups in 100 countries during 1999, with the biggest trials taking place in the U.S. and Turkey.
Copyright November 2000, Crain Communications Inc.