Becel
| Company type | Brand |
|---|---|
| Industry | Food |
| Founder | Flora Food Group |
| Products | Margarine |
| Owner | Flora Food Group |
Becel is a margarine brand manufactured by the Dutch firm Flora Food Group. In France, it is sold under the name Fruit D'or, while in the United States, it is known as Promise.
Name
The term Becel originates from the abbreviation BCL, standing for Blood Cholesterol-Lowering. The product was introduced with the assertion that altering the triacylglycerol (TAG) composition of its fats by increasing polyunsaturated fatty acids (PUFA) contributes to lowering blood cholesterol levels.
"Pro-active" brand
The "Pro-active" line by Becel includes plant sterols and stanols, which have received approval from the European Food Safety Authority (EFSA) for their cholesterol-lowering properties. Although Becel Pro-Activ aids in reducing cholesterol, it does not decrease the risk of cardiovascular disease—a clarification highlighted by Upfield to address common consumer misunderstandings.
2010 Academy Awards controversy
In 2009, Becel engaged Sarah Polley to direct a two-minute film titled "The Heart," aimed at encouraging women to focus on heart health. However, just one week before its scheduled debut on Canadian television during the 82nd Academy Awards broadcast on CTV, Polley withdrew her name from the project. She had anticipated that the short would support the Heart and Stroke Foundation of Canada but opposed its connection with Becel, explaining she "cannot actively promote any corporate brand." This disagreement attracted considerable media coverage.