Plant stanol ester, the functional ingredient in Benecol® Products, has been proven to reduce cholesterol in 70+ clinical studies. Benecol® Products, when consumed daily with meals as part of a diet low in saturated fat and cholesterol, may reduce the risk of coronary heart disease. Branded products include a range of cholesterol-lowering food goods such as fat spreads, yogurts, milk, bread, and soy drinks. Benecol has become one of the market leaders in cholesterol-reducing foods. This case study will examine the factors that have led to the growth of the Benecol brand. Benecol is not only low in cholesterol itself, it is a cholesterol-lowering product, actively removing the substance from the gut. This is significant because only one third of the cbfzx.