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 sold foundation to the business, and the company's market position is likely to remain invulnerable provided it can continue to develop new, even more effective products. The main weakness in this portfolio is the profusion of different local brandnames under which Unilever's products operate, which limit cost-sharing and coordinated marketing. Despite its extensive worldwide profile, Unilever has no single dominant margarine brand. Instead the portfolio consists of numerous individual products including Rama, Flora, Becel, Blue Band and Pro.Activ, themselves broadly split into two groups, referred to within the company as Healthy Heart and Family Brand.

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Competitors: see Food Sector for other companies and brands

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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