Unilever brand Flora pro.activ is backing a heart health initiative organised by the Women's Institute in the UK.
The programme is part of the organisation's 'Year of Health' and will run for 12 months. It involves a wide range of sponsorship, promotional and educational initiatives that include the organisation's annual general meeting, activity on the WI website, a new WI health title 'You and Your Health' and speaking with members at local meetings.
The campaign, which will reach the 230,000 WI members in England and Wales, is hardly exceptional for the brand which has one of the biggest advertising spends in the UK food market. Women are a key target for Flora pro.activ, as they tend to be more focused on their health than men and as they still carry out the majority of family shopping, are seen as the 'gatekeepers to family health'.
Helen Carey, national chairman of the WI, which is aiming to move away from its traditional image with opportunities to learn about the latest developments in health, fitness and science,said: "Heart health remains a key issue for all women and is therefore of great interest to our organisation."
Launched by Unilever Bestfoods in 2000, the low-fat spread is currently available in more than 20 countries worldwide. The plant sterols in Flora pro.activ lower both total and LDL-cholesterol circulating in the blood when eaten regularly. It is also a good source of vitamins A and D and is rich in vitamin E. It contains virtually no trans fatty acids.
Flora pro.activ was the first cholesterol-lowering spread to be assessed by the EU Scientific Committee on Food under the EU Novel Foods legislation.