Becel baking
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...
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.
