benecol OAT

Source: Benecol

The NPD is available now across Sainsbury’s, Asda, Ocado and Waitrose

Benecol has launched a new plant-based yoghurt alternative and oat shot range called Benecol Oat.

Targeted at shoppers over 35, the brand is made of oats and enriched with plant stanols designed to help lower cholesterol. 

The yoghurts (rsp: £2.50/350g) and shots (rsp: £3.95/100g) are available in Strawberry, Raspberry & Blueberry, Mango, Blueberry, and Plain flavours. All variants are free from artificial colours, flavours and preservatives and only contain fruit and oat sugar.

The NPD is available now across Sainsbury’s, Asda, Ocado and Waitrose.

The brand hopes to reach younger consumers in the category looking for “healthy, great-tasting and convenient products”.

The launch will be supported by OOH, advertising, PR and social and influencer activation. It will also be promoted by TV advertising from 28 March.

“We’re hugely excited to announce the launch of our new Benecol Oat range. It will increase our consumer offer and bring innovative healthy solutions to the cholesterol-lowering category,” said Sneahmoyee Banerjee, Benecol brand manager.

“The new Oat range provides younger, more discerning consumers with a product that is proven to help lower cholesterol, without compromising on great taste.”