Cholesterol-busting spreads brand Flora Pro-activ has laid down the gauntlet to rival Benecol by throwing yogurts and milk into its mix.
Rolling out to chillers from mid-March, the yogurts will come in an assorted multipack of four and an all Strawberry flavoured pack. The milk will be available in a one-litre, semi-skimmed format which brand owner Unilever hopes will be merchandised next to standard milk. However, both newcomers will come at a premium to shoppers, with the yogurts retailing at an rsp of £2.09 and the milk at £1.49.
The brand’s marketing manager, Maria Bullen, said each product - which contains an active ingredient to lower cholesterol - had taken two years to develop.
A TV and multi-media campaign is planned to support the new launches.