The FMCG giant intends to leverage Pro-Activ's premium health positioning with the variants, which will challenge rival Benecol's presence across a range of food categories.
A launch timetable has yet to be finalised, but it is understood that Unilever is talking to agencies about brand positioning and communications. Lowe, the incumbent ad agency on Flora, is likely to handle launch ads for the products.
"Not everyone with raised cholesterol uses spreads. Therefore there is a need to offer consumers who are trying to lower their cholesterol a wider choice of healthy everyday products," said a Unilever Bestfoods spokeswoman.
Flora Pro-Activ was launched in Europe two years ago. Parent brand Flora, which sponsors the London Marathon, has seen sales grow by 15.3 % in the past year.
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