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Video Links for Case 11: Raisio Group and the Benecol Launch
Benecol TV Commercial
http://www.youtube.com/watch?v=EN-UN3KgAbY&feature=related
Supporting narrative: A UK TV commercial for Benecol margarine under the slogan: "Once a day help keep cholesterol at bay." (40 seconds).Pringles Not A Potato Chip
http://www.blinkx.com/video/british-high-court-pringles-not-a-potato-chip/KSdpgEHIpeOo7jZZ6s0CpA
The UK court ruling in the about as to whether P & G’s Pringles product should be categorized as a potato chip underlines the strategic importance of government regulations relating to food and drugs. This was a central issue for Raisio in their launch of Benecol in the US