Becel
Encyclopedia
Becel is a brand of margarine
produced by Unilever
and sold in a number of countries, including Belgium
, Brazil
, Canada
, Denmark
, Estonia
, Finland
, Germany
, Greece
, the Netherlands
, Poland
, Portugal
, Romania
, Slovenia
, Sweden
, and Turkey
. In the United Kingdom
, Ireland
, Spain
, Czech Republic
, Australia
and New Zealand
the product is sold under the name Flora
, and in the United States
as Promise.
The name Becel originates from the three letter acronym BCL (Blood Cholesterol Lowering). When introduced, the blood cholesterol lowering effect was achieved by modifying the triacylglycerol (TAG) profile of the fat used in the margarine: an increased level of poly-unsaturated fatty acids (PUFA) reduces the blood
cholesterol
level (see e.g. A. Keys et al., Serum cholesterol response to changes in the diet. IV. Particular saturated fatty acids in the diet, Metabolism 14, 776-787 (1965)).
More recently, products were introduced under the "pro-activ" sub-brand. These products are based on the effects of plant sterols and sterol esters on blood
cholesterol
lowering (see e.g. M.B. Katan et al., Efficacy and Safety of Plant Stanols and Sterols in the Management of Blood Cholesterol Levels, Mayo Clinic Proceedings 78, 965-978 (2003)). In recent years the Becel/Flora brand has been extended to products other than margarine. Cooking oil, pot yogurt and yogurt drinks are some of the non-margarine products launched by Unilever under the Becel/Flora brand, all of which are designed to help lower blood
cholesterol
level.
Trends over the last couple of years have shown a greater demand for margarine over butter. " Becel is a margarine-producing company that has taken advantage of this public shift towards "healthier" lower fat options by producing a variety of non-hydrogenated, low in saturated fats margarines. Becel bares the Heart and Stroke Foundation's Health Check symbol indicating that it meets the nutrient criteria based on the recommendations of Canada's food guide. " By not hydrogenating their margarine they eliminate unwanted trans fats that are deemed to increase the risk of cardiovascular disease by raising bad cholesterol (low-density lipoproteins) and lowering good cholesterol (high-density lipoproteins).
to direct a two-minute short "to inspire women to take better care of that particular vital organ" [the heart]. A week before the short's planned premiere in Canada during a commercial break during the CTV
broadcast of the 82nd Academy Awards
, Polley attracted headlines for taking her name off the film. Polley had understood that the film, titled "The Heart", would be used to promote the Heart and Stroke Foundation of Canada
, but was unhappy with the association with Becel. "Regretfully, I am forced to remove my name from the film and disassociate myself from it. I have never actively promoted any corporate brand, and cannot do so now." In response, Becel said it was a "founding sponsor" of the Canadian Heart Truth
campaign and had commissioned the film "to put heart health on the radar of Canadian women."
Margarine
Margarine , as a generic term, can indicate any of a wide range of butter substitutes, typically composed of vegetable oils. In many parts of the world, the market share of margarine and spreads has overtaken that of butter...
produced by Unilever
Unilever
Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products....
and sold in a number of countries, including Belgium
Belgium
Belgium , officially the Kingdom of Belgium, is a federal state in Western Europe. It is a founding member of the European Union and hosts the EU's headquarters, and those of several other major international organisations such as NATO.Belgium is also a member of, or affiliated to, many...
, Brazil
Brazil
Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
, Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
, Denmark
Denmark
Denmark is a Scandinavian country in Northern Europe. The countries of Denmark and Greenland, as well as the Faroe Islands, constitute the Kingdom of Denmark . It is the southernmost of the Nordic countries, southwest of Sweden and south of Norway, and bordered to the south by Germany. Denmark...
, Estonia
Estonia
Estonia , officially the Republic of Estonia , is a state in the Baltic region of Northern Europe. It is bordered to the north by the Gulf of Finland, to the west by the Baltic Sea, to the south by Latvia , and to the east by Lake Peipsi and the Russian Federation . Across the Baltic Sea lies...
, Finland
Finland
Finland , officially the Republic of Finland, is a Nordic country situated in the Fennoscandian region of Northern Europe. It is bordered by Sweden in the west, Norway in the north and Russia in the east, while Estonia lies to its south across the Gulf of Finland.Around 5.4 million people reside...
, Germany
Germany
Germany , officially the Federal Republic of Germany , is a federal parliamentary republic in Europe. The country consists of 16 states while the capital and largest city is Berlin. Germany covers an area of 357,021 km2 and has a largely temperate seasonal climate...
, Greece
Greece
Greece , officially the Hellenic Republic , and historically Hellas or the Republic of Greece in English, is a country in southeastern Europe....
, the Netherlands
Netherlands
The Netherlands is a constituent country of the Kingdom of the Netherlands, located mainly in North-West Europe and with several islands in the Caribbean. Mainland Netherlands borders the North Sea to the north and west, Belgium to the south, and Germany to the east, and shares maritime borders...
, Poland
Poland
Poland , officially the Republic of Poland , is a country in Central Europe bordered by Germany to the west; the Czech Republic and Slovakia to the south; Ukraine, Belarus and Lithuania to the east; and the Baltic Sea and Kaliningrad Oblast, a Russian exclave, to the north...
, Portugal
Portugal
Portugal , officially the Portuguese Republic is a country situated in southwestern Europe on the Iberian Peninsula. Portugal is the westernmost country of Europe, and is bordered by the Atlantic Ocean to the West and South and by Spain to the North and East. The Atlantic archipelagos of the...
, Romania
Romania
Romania is a country located at the crossroads of Central and Southeastern Europe, on the Lower Danube, within and outside the Carpathian arch, bordering on the Black Sea...
, Slovenia
Slovenia
Slovenia , officially the Republic of Slovenia , is a country in Central and Southeastern Europe touching the Alps and bordering the Mediterranean. Slovenia borders Italy to the west, Croatia to the south and east, Hungary to the northeast, and Austria to the north, and also has a small portion of...
, Sweden
Sweden
Sweden , officially the Kingdom of Sweden , is a Nordic country on the Scandinavian Peninsula in Northern Europe. Sweden borders with Norway and Finland and is connected to Denmark by a bridge-tunnel across the Öresund....
, and Turkey
Turkey
Turkey , known officially as the Republic of Turkey , is a Eurasian country located in Western Asia and in East Thrace in Southeastern Europe...
. In the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
, Ireland
Ireland
Ireland is an island to the northwest of continental Europe. It is the third-largest island in Europe and the twentieth-largest island on Earth...
, Spain
Spain
Spain , officially the Kingdom of Spain languages]] under the European Charter for Regional or Minority Languages. In each of these, Spain's official name is as follows:;;;;;;), is a country and member state of the European Union located in southwestern Europe on the Iberian Peninsula...
, Czech Republic
Czech Republic
The Czech Republic is a landlocked country in Central Europe. The country is bordered by Poland to the northeast, Slovakia to the east, Austria to the south, and Germany to the west and northwest....
, Australia
Australia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
and New Zealand
New Zealand
New Zealand is an island country in the south-western Pacific Ocean comprising two main landmasses and numerous smaller islands. The country is situated some east of Australia across the Tasman Sea, and roughly south of the Pacific island nations of New Caledonia, Fiji, and Tonga...
the product is sold under the name Flora
Flora (margarine)
Flora is a brand of margarine, sold in the United Kingdom, Ireland, Finland, Sweden, Spain, Poland, Portugal, South Africa, Hong Kong, Singapore, New Zealand and Australia. It is produced by Unilever and sold in other parts of the world under the brand name of Becel...
, and in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
as Promise.
The name Becel originates from the three letter acronym BCL (Blood Cholesterol Lowering). When introduced, the blood cholesterol lowering effect was achieved by modifying the triacylglycerol (TAG) profile of the fat used in the margarine: an increased level of poly-unsaturated fatty acids (PUFA) reduces the blood
Blood
Blood is a specialized bodily fluid in animals that delivers necessary substances such as nutrients and oxygen to the cells and transports metabolic waste products away from those same cells....
cholesterol
Cholesterol
Cholesterol is a complex isoprenoid. Specifically, it is a waxy steroid of fat that is produced in the liver or intestines. It is used to produce hormones and cell membranes and is transported in the blood plasma of all mammals. It is an essential structural component of mammalian cell membranes...
level (see e.g. A. Keys et al., Serum cholesterol response to changes in the diet. IV. Particular saturated fatty acids in the diet, Metabolism 14, 776-787 (1965)).
More recently, products were introduced under the "pro-activ" sub-brand. These products are based on the effects of plant sterols and sterol esters on blood
Blood
Blood is a specialized bodily fluid in animals that delivers necessary substances such as nutrients and oxygen to the cells and transports metabolic waste products away from those same cells....
cholesterol
Cholesterol
Cholesterol is a complex isoprenoid. Specifically, it is a waxy steroid of fat that is produced in the liver or intestines. It is used to produce hormones and cell membranes and is transported in the blood plasma of all mammals. It is an essential structural component of mammalian cell membranes...
lowering (see e.g. M.B. Katan et al., Efficacy and Safety of Plant Stanols and Sterols in the Management of Blood Cholesterol Levels, Mayo Clinic Proceedings 78, 965-978 (2003)). In recent years the Becel/Flora brand has been extended to products other than margarine. Cooking oil, pot yogurt and yogurt drinks are some of the non-margarine products launched by Unilever under the Becel/Flora brand, all of which are designed to help lower blood
Blood
Blood is a specialized bodily fluid in animals that delivers necessary substances such as nutrients and oxygen to the cells and transports metabolic waste products away from those same cells....
cholesterol
Cholesterol
Cholesterol is a complex isoprenoid. Specifically, it is a waxy steroid of fat that is produced in the liver or intestines. It is used to produce hormones and cell membranes and is transported in the blood plasma of all mammals. It is an essential structural component of mammalian cell membranes...
level.
Trends over the last couple of years have shown a greater demand for margarine over butter. " Becel is a margarine-producing company that has taken advantage of this public shift towards "healthier" lower fat options by producing a variety of non-hydrogenated, low in saturated fats margarines. Becel bares the Heart and Stroke Foundation's Health Check symbol indicating that it meets the nutrient criteria based on the recommendations of Canada's food guide. " By not hydrogenating their margarine they eliminate unwanted trans fats that are deemed to increase the risk of cardiovascular disease by raising bad cholesterol (low-density lipoproteins) and lowering good cholesterol (high-density lipoproteins).
2010 Academy Awards controversy
In 2009, Becel commissioned Sarah PolleySarah Polley
Sarah Polley is a Canadian actress, singer, film director, and screenwriter. Polley first attained notice in her role as Sara Stanley in the Canadian television series, Road to Avonlea...
to direct a two-minute short "to inspire women to take better care of that particular vital organ" [the heart]. A week before the short's planned premiere in Canada during a commercial break during the CTV
CTV television network
CTV Television Network is a Canadian English language television network and is owned by Bell Media. It is Canada's largest privately-owned network, and has consistently placed as Canada's top-rated network in total viewers and in key demographics since 2002, after several years trailing the rival...
broadcast of the 82nd Academy Awards
82nd Academy Awards
The 82nd Academy Awards ceremony, presented by the Academy of Motion Picture Arts and Sciences , honored the best films of 2009 and took place March 7, 2010, at the Kodak Theatre in Hollywood, Los Angeles beginning at 5:30 p.m. PST / 8:30 p.m. EST. The ceremony was scheduled well after...
, Polley attracted headlines for taking her name off the film. Polley had understood that the film, titled "The Heart", would be used to promote the Heart and Stroke Foundation of Canada
Heart and Stroke Foundation of Canada
The Heart and Stroke Foundation of Canada is a registered Canadian charity. The foundation's purpose is centered around educating individuals about the prevention and management of heart disease and stroke, and to fund medical research regarding the causes of these conditions...
, but was unhappy with the association with Becel. "Regretfully, I am forced to remove my name from the film and disassociate myself from it. I have never actively promoted any corporate brand, and cannot do so now." In response, Becel said it was a "founding sponsor" of the Canadian Heart Truth
The Heart Truth
The Heart Truth is a campaign meant to raise awareness of the risk of heart disease in women. The campaign is sponsored in the United States by the National Heart, Lung, and Blood Institute, an organization of the United States Department of Health and Human Services; a similar campaign is promoted...
campaign and had commissioned the film "to put heart health on the radar of Canadian women."