BENECOL AND THE MIDDLE YEARS CONSUMER

‘To block or not to block, that is the question’?

Dr Renny IsonMcNeil Nutritionals Ltd

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Cardio Vascular Disease.WW Public Enemy No 1

• No1 CVD– Approx 17.5 million people die from CVDs annually

• 30% of all global deaths. • 7.6 million due to coronary heart disease.

WHO Cardiovascular Facts 2008

http://www.who.int/whosis/whostat/EN_WHS08_Full.pdf

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Deaths from

Cardio Vascular

Disease

Deaths from

HIV/Aids

Deaths from

All Cancers

Combined

2 out of 3 people in the UK

Between 45-65 have high cholesterol.

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73% of men aged 55–64have high

cholesterol

84% of women

aged 55 - 64 have high

cholesterol

A Man’s Disease?

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Cholesterol is a waxy, fat-like like substance in our blood. It is essential for good health.

70% 30%

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However, too much cholesterol, especially bad ‘LDL’, in the blood can lead to plaque on the arteries, which

increases the risk of heart attack or stroke.

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‘Preventing or delaying illness and death from chronic disease is possible’.

At least 80% of all cardiovascular disease... could be avoided through healthy diet, regular physical activity and avoidance of tobacco use.”

World Health Organisation‘Solving the Chronic Disease Problem’

2005

Good News!we can take action ourselves,

but !

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LOWER is BETTER1% DECREASE

in LDL reduces CVD risk by 1%

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Meet our Consumers

“When my cholesterol was high I panicked … I got shocked at what they said could happen”

‘Life Changers’ Core Target

“I’m hoping, seriously, that by taking Benecol it is helping reduce cholesterol … I don’t actually know… just taking it is like a guarantee … like cod liver oil and certain tablets to help my inner body”

‘Investors’ Secondary Target

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What do they want ?‘Too much to remember’‘Take control’‘Personal goals’‘Simple steps’‘Fits into an existing routine’

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BENECOL CAN REDUCE LDL CHOLESTEROL BY UP TO 14% WHEN CONSUMED DAILY

SIGNIFICANT CHOLESTEROL REDUCTION IN 2 – 3 WEEKS

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Normally, 50% of cholesterol is

absorbed into the bloodstream.

Through plant stanols, Benecol® reduces this amount to about 30%

Supported in over 50 Clinical Studies04/18/23 12Benecol -FDIN Healthy Middle Years

To Block or not to Block?

How do you make the intangible – ‘Tangible’ ?

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3 pillars : Explain the benefit Meet the need - ‘Take Control’ Frequency

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HCP is a key stakeholder in getting the message across

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• Biggest cause of worker sick leave by 2020

• In 25 years, Britons living with heart disease to increase from 2.7M to >4MM

• GP appointments for heart diseaseto increase 678K per year, 36K hospitalizations (Heart UK Charity)

Comparative claims – ‘Eric’ the fish plays his role.

They’re both good for your heart.But only one lowers cholesterol.

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Benecol sponsors Classic FM Requests show, 52 weeks of the year , Mon-Fri 1-3pm and Saturdays 11-1pm Telegraph Life

‘Take Control’

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Where to next?

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Benefit focus and consistency

EU Health Claims

HCP / Statins

‘Take Control’