Unilever's Pro-Activ to be reimbursed by French insurer

By Dominique Patton

- Last updated on GMT

Unilever said yesterday that it had signed a deal with Maaf
Assurances that will see the French insurer reimbursing
policyholders for consumption of its cholesterol-lowering Pro-Activ

The move follows a deal struck with Dutch insurance group VGZ at the beginning of the year.

In both arrangements, policyholders can claim up to €40 a year to refund purchases of Pro-Activ margarine, yoghurt and milk products.

The recognition by insurance firms of the significant role played by cholesterol-lowering foods on reducing health risks is a considerable boost for the functional foods sector as a whole.

It is thought to be the first time that insurance firms have subsidises food rather than medicine.

The initiative also underlines the strong evidence behind foods containing plant sterols.

French paper Le Figaro​ said that Danone is discussing a similar deal with AGF Sante for its Danacol yoghurts, which may be finalised in early 2006. These products also contain plant sterols.

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