When Becel margarine first launched in the 1960s, it was promoted as a healthier alternative to butter and animal fats. Nearly 50 years later, the brand is claiming its latest product can lower one’s cholesterol and decrease the risk of heart disease.
Becel’s pro-activ calorie-reduced margarine is fortified with plant sterols, a cholesterol-lowering additive. For the first time, Health Canada is allowing claims on products that feature sterols to help consumers understand how the additives work.
Plant sterols help block the absorption of cholesterol in the intestine. A one-point reduction in total cholesterol can reduce the risk of coronary heart disease by 25%, according to the Heart and Stroke Foundation.
“We’ve worked actively with Health Canada to bring these foods to Canada,” said Margaret McKellar, brand manager for Becel at Unilever, makers of Becel.
Unilever has not yet announced plans to enrich other products with plant sterols.
Foods enriched with plant sterols are available in other countries, including the United States, Japan, Australia and New Zealand.
In the U.S., beverages such as Minute Maid orange juice, cereals from Kellogg’s, Yoplait yogurts and Nature Valley granola bars have been fortified with sterols. Plant sterols also appear naturally in a variety of fruits, vegetables, nuts and grain products.
McKellar said consulting with doctors and dieticians was a huge factor in introducing sterol-fortified products in Canada, and their reviews will be featured as part of the pro-activ marketing campaign. Medical practitioners’ verification of the product’s low-cholesterol benefits will be a key factor in the campaign, she said.
The claim that the product will lower one’s cholesterol will also be labelled on the packaging. Research shows that two grams of plant sterols (five teaspoons of the margarine) is needed each day to help lower cholesterol, but this amount must be sustained with regular daily consumption to remain effective.
Becel will launch the bulk of its campaign June 28, with television spots, created by DDB Canada, launching July 12.
In-store marketing is handled by Capital C, online marketing is handled by Marketlink, and Edelman is overseeing PR. Mindshare handled the media buy.
