Benecol has launched a major brand refresh, introducing a new visual identity and redesigned packaging across stores nationwide.
The initiative, backed by a six-figure marketing investment, includes national PR activity, media campaigns and in-store marketing.
The business has also secured celebrity partnerships with TV personalities Alex Jones and Gok Wan.
Benecol said it was targeting consumers aged over 49 – “a generation that is looking ahead, making plans, embracing new experiences and taking positive steps to stay healthy and active for decades to come”.
The business said it marked a new chapter for the brand, after “30 years of helping consumers manage their cholesterol”.
“2026 sees Benecol showing up in a more colourful and impactful way,” said Benecol brand marketing manager Emma King. “With our new look and Live More campaign, we want to move the conversation around ageing away from caution and limitation and towards desire, energy and possibility.”
She added that the investment would help “bring this new brand personality to life, build awareness of our refreshed look and continue to engage shoppers with the importance of looking after their cholesterol”.
To celebrate the launch, Benecol created The Live More House, a one-night-only members’ club in Brighton on 1 October, fronted by Jones and Wan.
“The idea that you start to slow down as you get older is so outdated,” said Jones. “You know yourself better, you know what makes you happy, how to look after yourself and you’re much less worried about what other people think.”
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