LONDON--Unilever is reviewing the public relations strategy for its Flora pro.activ brand across EMEA, in advance of a new marketing campaign in the region.

The Holmes Report understands that the project is being pitched among firms on the FMCG giant’s PR roster. The brief covers central brand development duties only, rather than brand-building and implementation in local markets.

The last EMEA brand development project for Flora pro.activ was handled by Kaizo. Meanwhile, the Unilever brand 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.

Despite being backed by the European Food Safety Authority, a German consumer group recently questioned the safety of such foods. However, the brief under review is not thought to be focused on this issue.

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 declined to comment as this story went live.