Benecol boosts ad budget, drops price on spread

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McNeil Consumer Products is reducing the suggested retail price of Benecol spread below $4, according to an executive with a retailer, while boosting its total marketing budget to $100 million to include support for its Benecol-branded salad dressing, now rolling national. McNeil also is adding two new products to the Benecol line: a tub margarine and an unidentified product in a new category. Saatchi & Saatchi Healthcare, New York, is the agency for Benecol.

Copyright August 1999, Crain Communications Inc.

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