Marks and Spencer is going up against Benecol in the cholesterol lowering arena, with the launch of its 20-product strong &More' range on March 12. The range ­ which will be available in 25 stores nationally ­ includes yogurt, cereals, pasta, sandwiches, sauces and smoothies, all containing a soy protein. Four daily servings of this are said to reduce cholesterol by at least 10%. M&S has already undertaken education of nutritionists and health professionals and there will also be leaflets in store. The launch follows last year's nutrition focused activity ­ new low fat Count on Us and Children's Everyday Eating ranges, and a revamped vegetarian range. "We want consumers to identify us as closely with food and nutrition as they do with food and safety," said David Gregory, head of food technology. McNeil Consumer Nutritionals' Benecol brand has pioneered the cholesterol lowering sector. Benecol snack bars were launched in January this year. {{MARKETING - P&P }}

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