Becel's Slogans & Taglines

Becel was launched in November 1962 by Unilever in the Netherlands, born from a prescription dietary fat originally developed for coronary patients. The name is an acronym for "Blood Cholesterol Lowering," reflecting its pioneering role as one of the world's first functional foods. When competitor Crokvitol entered grocery shops in 1961, Unilever abandoned its niche strategy and introduced Becel to the retail market, making heart-healthier spreads accessible to everyone. The brand entered Canada in the late 1970s as the nation's first non-hydrogenated margarine, and today operates under Flora Food Group (formerly Upfield), generating over one billion euros in annual sales.

The brand's core products are heart-healthy margarine spreads and plant-based alternatives, including Original, Light, Vegan, and ProActiv variants with added plant sterols clinically proven to lower cholesterol. Its portfolio also encompasses baking bricks, oat beverage spreads, and cooking solutions, all formulated with omega-3 and omega-6 while remaining low in saturated fat.

From its earliest positioning around cardiovascular wellness, Becel embraced the tagline "Becel takes your health to heart," which was later woven into the brand's iconic heart-shaped logo. In 2025, the brand launched the campaign "The Start of Something Good," championing small, achievable steps toward healthier habits. This journey reflects a shift from a clinical dietary aid to a global pantry staple that helps families bake well, cook well, and live well.