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| Product type | Margarine |
|---|---|
| Owner | Flora Food Group |
| Related brands | Flora |
| Markets | Global |
| Previous owners | Unilever |
| Website | Becel (Canada) |
Becel is a brand ofmargarine produced byDutch companyFlora Food Group. InFrance, it is sold asFruit D'or, and in theUnited States asPromise.
The nameBecel originates from the initials BCL (BloodCholesterol-Lowering). When introduced, the makers of Becel claimed to achieve a blood cholesterol-lowering effect by modifying thetriacylglycerol (TAG) profile of thefat used in themargarine under the idea that an increased level ofpolyunsaturated fatty acids (PUFA) reduces thebloodcholesterol level.[1]
More recently, products were introduced under the "Pro-active" sub-brand.[2] Consumption of Becel products does not lower the risk for coronary diseases, such asarteriosclerosis, and therefore does not provide any medical benefits.[3]
In light of supporting evidence from various clinical trials, Becel Pro-Activ gained the European Food Safety Authority’s (EFSA) approval for its claim to reduce cholesterol levels.[4] It does not reduce the risk ofheart disease and is not claimed to do so by Upfield, although many consumers believe it does.[5]
In 2009, Becel commissionedSarah Polley to direct a two-minute short "to inspire women to take better care of that particular vital organ" [the heart].[6] A week before the short's planned premiere in Canada, a commercial break during theCTV broadcast of the82nd Academy Awards aired, and Polley attracted headlines for taking her name off the film. Polley had understood that the film, titled "The Heart", would be used to promote theHeart 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."[7][8][9]
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