LONDON--Edelman has begun work on Flora pro.activ's public relations strategy across EMEA.

The Holmes Report understands that the Unilever selected the firm, which already handles considerable Unilever business worldwide, following a competitive review.

The brief covers central brand development duties only, rather than brand-building and implementation in local markets, and comes as Flora rolls out a new marketing campaign.

The last EMEA brand development project for Flora pro.activ was handled by Kaizo, while Edelman has worked on the brand in Germany. Flora pro.activ also recently shifted UK account duties to GolinHarris from Lexis.

While the brief is not thought to be particularly lucrative, it is considered significant work, putting the PR firm alongside ad agencies in the development of a new marketing strategy. Flora pro.activ (known as Becel in some countries) remains the market leader in a growing market for cholesterol-lowering foods, ahead of key rival Benecol.

The Flora pro.activ range includes numerous spreads and drinks that the company claims reduce cholesterol by using plant sterols. Marketing activities typically aim to build awareness of Flora pro.activ’s heart and health benefits.

Unilever representatives did not respond to request for comment as this story went live, while Edelman declined to comment.