View source for Becel

{{Short description|Brand name of margarine made by Upfield}}
{{advert|date=February 2012}}
{{Infobox Brand
|logo                   =
|name                   = Becel
|image                  =
|type                   = [[Margarine]]
|currentowner           = [[Flora Food Group]]
|origin                 = 
|introduced             = 
|discontinued           =
|related                = [[Flora (spread)|Flora]]
|markets                = Global
|previousowners         = [[Unilever]]
|trademarkregistrations =
|website                = [http://www.becel.ca/ Becel (Canada)]
}}
'''Becel''' is a brand of [[margarine]] produced by [[Netherlands|Dutch]] company [[Flora Food Group]]. In [[France]], it is sold as '''Fruit D'or''', and in the [[United States]] as '''Promise'''.

== Name ==
The name ''Becel'' originates from the initials BCL (Blood [[Cholesterol]]-Lowering). When introduced, the makers of Becel claimed to achieve a blood cholesterol-lowering effect by modifying the [[Triacylglycerol lipase|triacylglycerol]] (TAG) profile of the [[fat]] used in the [[margarine]] under the idea that an increased level of [[polyunsaturated fatty acids]] (PUFA) reduces the [[blood]] [[cholesterol]] level.<ref>A. Keys et al., Serum cholesterol response to changes in the diet. IV. Particular saturated fatty acids in the diet, Metabolism 14, 776-787 (1965)</ref>

== "Pro-active" brand ==
More recently, products were introduced under the "Pro-active" sub-brand.<ref>M.B. Katan et al., Efficacy and Safety of Plant Stanols and Sterols in the Management of Blood Cholesterol Levels, Mayo Clinic Proceedings 78, 965-978 (2003)</ref> Consumption of Becel products does not lower the risk for coronary diseases, such as [[Arteriosclerosis obliterans|arteriosclerosis]], and therefore does not provide any medical benefits.<ref>{{Cite news |title=Butter is alright, but margarine just might kill you, massive Canadian study finds |author=<!--not stated--> |newspaper=National Post |date=12 August 2015 |url= https://nationalpost.com/health/butter-is-alright-but-margarine-just-might-kill-you-massive-canadian-study-finds}}</ref>

In light of supporting evidence from various clinical trials, Becel Pro-Activ gained the European Food Safety Authority’s ([[European Food Safety Authority|EFSA]]) approval for its claim to reduce cholesterol levels.<ref>{{cite journal |year=2012 |title=Scientific Opinion on the substantiation of a health claim related to 3 g/day plant sterols/stanols and lowering blood LDL-cholesterol and reduced risk of (coronary) heart disease under Article 19 of Regulation (EC) No 1924/2006 |journal=EFSA Journal |publisher=European Food Safety Authority |volume=10 |issue=5 |pages=2693 |doi=10.2903/j.efsa.2012.2693 |doi-access=free}}</ref> It does not reduce the risk of [[Cardiovascular disease|heart disease]] and is not claimed to do so by Upfield, although many consumers believe it does.<ref>{{Cite web|url=http://news.nationalpost.com/health/butter-is-alright-but-margarine-just-might-kill-you-massive-canadian-study-finds|title=Butter is alright, but margarine just might kill you, massive Canadian study finds|website=National Post|access-date=2016-04-17}}</ref>

==2010 Academy Awards controversy==
In 2009, Becel commissioned [[Sarah Polley]] to direct a two-minute short "to inspire women to take better care of that particular vital organ" [the heart].<ref>{{cite news |url=https://www.theglobeandmail.com/news/arts/sarah-polleys-new-work-gets-oscar-debut/article1399110/ |accessdate=2010-03-15 |author=Gayle MacDonald |publisher=The Globe and Mail |title=Sarah Polley's new work gets Oscar debut| archiveurl= https://web.archive.org/web/20100225063229/http://www.theglobeandmail.com/news/arts/sarah-polleys-new-work-gets-oscar-debut/article1399110/| archivedate= 25 February 2010 | url-status= live | location=Toronto}}</ref> A week before the short's planned premiere in Canada, a commercial break during the [[CTV Television Network|CTV]] broadcast of the [[82nd Academy Awards]] aired, and Polley attracted headlines for taking her name off the film. Polley had understood that the film, titled "The Heart", would be used to promote the [[Heart and Stroke Foundation of Canada]], but was unhappy with the association with Becel. "Regretfully, I am forced to remove my name from the film and disassociate myself from it. I have never actively promoted any corporate brand and cannot do so now."<ref>{{cite web|url=https://nationalpost.com/arts/story.html?id=2634726 |archive-url=https://archive.today/20100407100721/http://www.nationalpost.com/arts/story.html?id=2634726 |url-status=dead |archive-date=2010-04-07 |date=2010-03-03 |accessdate=2010-03-07 |author=Melissa Leong |publisher=National Post |title=The matter with The Heart is product endorsement }} </ref><ref>{{cite web |url=https://vancouversun.com/health/Sarah+Polley+strips+name+from+Oscar+short/2633177/story.html |work=Vancouver Sun |date=2010-03-03 |accessdate=2010-03-07 |title=Sarah Polley strips name from Oscar short |author=Katherine Monk |publisher=Canwest News Service }}{{Dead link|date=October 2023 |bot=InternetArchiveBot |fix-attempted=yes }}</ref><ref>{{cite news |url=https://www.cbc.ca/news/entertainment/polley-pulls-name-from-sponsored-film-1.939862 |title=Polley pulls name from sponsored film |date=2010-03-02 |access-date=2010-03-07 |publisher=CBC News |url-status=live |archive-url=https://web.archive.org/web/20100305060922/http://www.cbc.ca/arts/film/story/2010/03/02/polley-heart-short-oscars.html |archive-date=March 5, 2010 }}</ref>

==See also==
*[[Flora (spread)]]

==References==
{{Reflist}}

{{Upfield}}

[[Category:Former Unilever brands]]
[[Category:Flora Food Group brands]]
[[Category:Margarine brands]]