Becel | Rama | Flora | Pro.activ

Unilever is effectively a business built on margarine. Along with soap, margarine was the product which laid the foundation for the company, and the group remains the world's leading manufacturer by some margin. Growing consumer interest in healthy eating has provided a solid foundation to the business, and the company's market position is likely to remain strong provided it can continue to develop new, even more effective products. However, recently, the group has faced a growing challenge in several markets from butter, now regaining strength after years of being perceived as an unhealthy product. Another significant weakness in this portfolio is the profusion of different local brandnames under which Unilever's products operate, which limit cost-sharing and coordinated marketing. Brands include Rama, Flora, Becel, Blue Band and Pro.Activ, themselves broadly split into two groups, referred to within the company as Healthy Heart and Family Goodness.

Which agencies handle advertising for Unilever spreads? Find out more from the Account Assignments database.

Who are the competitors of Unilever spreads? See Food Sector for other companies

Subscribers only: Adbrands profile Account assignments and selected regional contact information

Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

The Adbrands Company Profile of Unilever margarines summarises the company's history and current operations. Subscribers may access the following website links:

Becel	Take Control
Flora pro.activ	Fruit d'Or pro.activ
I Can't Believe It's Not Butter	Milda
Rama	Doriana
Country Crock

Unilever Bestfoods

Becel (Brazil)	Becel (Turkey)
Becel (Germany)	Becel pro.activ (Germany)
Becel (Denmark)	Becel (Sweden)
Becel pro.activ (Netherlands)	Becel pro.activ (Greece)
Becel pro.activ (Switzerland)	Becel pro.activ (Austria)
Becel (Canada)	Flora pro.activ (Australia)
Becel pro.activ (Finland)	Flora pro.activ (Spain)
Flora (Czech Rep)	Rama pro.activ (Japan)
Rama (Turkey)	Flora pro.activ (South Africa)

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