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Benecol salad dressing

This article was originally published in The Tan Sheet

Executive Summary

Plant stanol ester cholesterol-lowering line from McNeil expanding with nationwide shipping of salad dressing in four flavors: Ranch, Thousand Island, French and Creamy Italian. TV spots and FSIs are expected to break in July; the agency for the brand is Saatchi & Saatchi, New York City. The 8 oz. bottles will retail for approximately $3.99 to $4.99 and carry the new brand claim "Helps promote healthy cholesterol levels." Benecol margarine spread, cleared for marketing by FDA May 17, has been using the claim "Benefits cholesterol" until old labeling sells through ("The Tan Sheet" May 24, p. 12). A detailing force of over 3,000 sales reps has been promoting the brand to physicians, cardiologists and dieticians. Unilever's Lipton division, which is marketing Take Control spread, said it also is looking into possible line extensions. Take Control is derived from vegetable oil sterol esters
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