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.