Flora pro.activ
The Flora brand is the biggest seller in the butter and margarine category, and also the leader in the health category. Flora has contributed to developing awareness of the importance a balanced diet plays in maintaining a healthy heart. In continuation of this strategy, Flora pro.activ was launched in August 2000.
The Flora pro.activ range consists of low fat spreads, a semi-skimmed milk drink, a one-a-day yogurt drink and low fat yogurts enriched with substances called plant sterols that occur naturally at low concentrations in vegetable oils and have been clinically proven to dramatically lower cholesterol, when you move to a healthy diet.
The concept
Consumers have become more health conscious over recent years, and are increasingly aware of the dangers of cholesterol and heart disease. This has led to increased demand for functional foods, foods that offer an additional health benefit. Flora pro.activ was developed in response to this change, and in line with Flora's commitment to maintaining a healthy heart.
The benefits
Flora pro.activ can dramatically lower your LDL ('bad') cholesterol level within about three weeks. To maintain the lower level, you need to eat three portions of Flora pro.activ foods a day. One portion consists of a glass of milk drink (250ml), enough spread for 2 slices of bread (2 teaspoons) or 1 pot of yogurt as part of a healthy diet - although a day or two without it, such as a weekend away, won't make too much difference.
If you eat more than this amount the effects will be almost the same - your cholesterol level won't go down a great deal further. If you eat less, you'll still reduce your LDL ('bad') cholesterol, but not as much as you could.
Flora pro.activ is easy to incorporate into your diet as most people eat spreads, milk and yogurt daily anyway - so it's a simple change for a significant result. The spread tastes the same as Flora Light and should be used in the same way, on bread, jacket potatoes, vegetables and pasta or stirred into sauces. The milk can be used cold, hot and in cooking. And the yogurts are great for meal times or as a snack during the day.
Independent clinical trials prove that gram for gram, no other spread or food is more effective at lowering cholesterol as part of a healthy diet.
The launch
The launch of Flora pro.activ was backed up by a £10 million marketing campaign, which included television advertising, in-store sampling, and PR activity directed at consumers and health professionals.
In this (2004), Flora's 40th year, four new products have been added to the Flora pro.activ range which are an exciting continuation of Flora's drive to help people maintain a healthy heart and a celebration of 40 years of heart health heritage.
Flora pro.activ spread with olive oil, making it the most popular brand of cholesterol lowering spread on the market.
Flora pro.activ milk drink is the first milk drink to contain plant sterols. It comes in 1 litre cartons, purchased from the chiller cabinet and can be used just like any other milk.
Flora pro.activ low fat yogurts come in a pack of four strawberry yogurts or a mixed four-pack comprising strawberry, raspberry, cherry and apricot flavours.
Flora pro.activ yogurt drinks – the onloy cholesterol lowering yogurt drink on the market that is also pro-biotic.
Sales success - UK & world-wide
Since its launch in 2000 the brand has gone from strength to strength and is now worth £60m in the UK, outselling its nearest competitor 3 to 1. More recently the company launched Flora pro.activ spread with olive oil and Flora pro.activ milk drink and yogurt.
