Becel baking

This case study explains how the spreads brand Becel was affected by the perception that butter was healthier than margarine; and how new usage occasions for the product rescued declining sales.

Becel baking

Blue Ant MediaUnilever

Situation analysis

Overall assessment

For more than 45 years, Canadians wanting a heart-healthier lifestyle have reached for Becel, making it Canada's favourite spreads brand. However, recent misperception of butter being...