Benecol, the UK’s number one cholesterol-lowering food brand, has unveiled a bold new brand identity and refreshed packaging, available in stores nationwide now, backed by a six-figure marketing investment designed to bring fresh energy and relevance to the brand.
Marking a new chapter for Benecol after 30 years of helping consumers manage their cholesterol, the refresh introduces a more colourful and impactful look and feel, reflecting the attitudes of today’s 49+ consumers who are determined to make the most of life.
The new identity is supported by a national PR campaign, celebrity partnerships with TV personalities Alex Jones and Gok Wan, social media activity and in-store support, designed to drive awareness of the new look and connect with a generation of shoppers who are increasingly focused on living well for longer.
At the heart of the new positioning is Benecol’s ambition to move the conversation around ageing away from caution and limitation towards energy, confidence and possibility, while continuing to champion the importance of looking after cholesterol as part of a healthy lifestyle.
The brand is targeting what it calls ’49+ life maximisers’ – a generation that is looking ahead, making plans, embracing new experiences and taking positive steps to stay healthy and active for decades to come.
To celebrate the launch, Benecol created The Live More House, a one-night-only members’ club in Brighton, bringing its new brand personality to life with a high-profile activation for key media, wellness and midlife influencers fronted by Alex Jones and Gok Wan.
Under the playful banner Age Restricted. Energy Unlimited., the event took place at Beach House Brighton on 1 October, celebrating a generation that grew up with club culture, iconic fashion and unforgettable music – and has no intention of slowing down.
Alex Jones, who turns 50 next March, led the celebrations alongside ITV This Morning’s Kathleen Saxton and other familiar faces, before Gok Wan took over the decks for an exclusive Gok After Dark DJ set.
The event formed a key part of the wider six-figure marketing campaign, creating a cultural moment to introduce Benecol’s refreshed identity and demonstrate how the brand is evolving beyond a purely functional conversation around cholesterol management.
Emma King, Brand Marketing Manager says: “2026 sees Benecol showing up in a more colourful and impactful way, reflecting the attitude of our 49+ life maximisers. 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. We’re celebrating people who are looking ahead, making plans, looking after themselves, trying new things and intending to live full, fun and active lives for decades to come. Getting older doesn’t mean becoming less adventurous, less curious or less yourself. It’s about living more – more confidence, more adventures and more of you. Our six-figure campaign investment, spanning national PR, celebrity partnerships, social media and in-store activity, will help us 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.”
For grocery retailers, the refresh represents Benecol’s commitment to driving renewed visibility and shopper engagement within the cholesterol-lowering category, combining its established health credentials with a more contemporary and emotionally engaging brand proposition.
The new-look packaging, now available in stores nationwide, is designed to create greater impact on shelf, while the supporting marketing campaign aims to build awareness, encourage consideration and reinforce Benecol’s position as the UK’s leading cholesterol-lowering food brand.
Benecol’s range of yogurts, yogurt drinks and spreads contains plant stanols, which are proven to lower cholesterol. With high cholesterol recognised as a risk factor in the development of coronary heart disease, the brand continues to champion proactive cholesterol management as an important part of looking after long-term heart health.
Speaking exclusively at The Live More House, Alex Jones said: “The idea that you start to slow down as you get older is so outdated. 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. Tonight has really been about celebrating that, so look after yourself, have a laugh and make the most of it.”
Gok Wan added: “This generation knows how to have a good time – we’ve had plenty of practice! But what I love about tonight is that getting older doesn’t mean becoming quieter or less adventurous. You can keep discovering things, keep looking after yourself and absolutely keep dancing. There’s loads of life still to live – so turn the music up!”
The brand refresh and supporting campaign signal Benecol’s ambition to build on 30 years of cholesterol-lowering expertise while connecting with today’s consumers in a more relevant, vibrant and positive way.
With its new look on shelves nationwide and a six-figure campaign driving awareness, Benecol is encouraging shoppers to see looking after their cholesterol as a positive step towards living more.
