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March 1, 2016

Unilever relaunches Becel with “simpler ingredients” in Canada

Unilever is reformulating its Becel margarine in Canada to be free of artificial colours, flavours and preservatives.

Unilever is reformulating its Becel margarine in Canada to be free of artificial colours, flavours and preservatives.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

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The move affects the entire Becel portfolio including Becel Original, Becel Buttery Taste, Becel with Olive Oil and Becel Vegan.

Unilever is marketing the move as using “simpler ingredients with recognisable ingredients”.

The firm said the product “still has all of the great benefits” of the previous Becel recipes.

At a time Unilever is struggling to lift its spread sales globally, the company added: “While Canadians often think of using margarine instead of butter for spreading, it’s important to remember that margarine can also be a great go-to for any recipe.”

There has in recent weeks been fresh speculation over Unilever’s spreads business, which also includes the Flora and Stork brands.

Last year, Unilever put its spreads business into a stand-alone operating unit in a bid to improve its performance. The unit – called baking, cooking and spreading – reports into Unilever’s food division.

Unilever’s global spreads sales fell 5% in 2015. Last month, it emerged Sean Gogarty, who headed up the unit, was leaving the group.

Speaking to analysts after the publication of Unilever’s 2015 financial results, CEO Paul Polman said: “Spreads continues to be a drag on the overall foods performance. We saw a decline of 5% as we have not been able to stem the ongoing market decline compounded by drop in butter prices. [2015] was a year of transition as we set up the new baking, cooking and spreads unit… It is still early for the unit and we will evaluate its course over 2016.”

Polman appeared to play down any suggestion Unilever is looking to offload the business, insisting selling it off at a bargain basement price would not create shareholder value. He explained: “We will continue to look at that to see if it is a good business for the company. We must continue to build shareholder value. I can get rid of this business tomorrow by giving it away to someone but that is criminal.”

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Free Report
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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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