Benecol sticks in my throat

The article on the declining market for yellow fats provided some interesting insights into how far companies will go to try to innovate brands (MW March 11).

Am I the only one who has this reflex urge to swallow at the mention of “Benecol”? This brand name seems to conjure up an image of cough mixture to me rather a slice of Hovis.

While I can understand the apparent motive of linking benefits with cholesterol, the consumer will no doubt be even more confused and eat even more butter instead.

I hope I am wrong and those creative gurus are belly-aching with mirth at my idiocy.

Wanjiku Davies

Mannings Heath

West Sussex

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here