Magazine article Marketing

Unilever Launch Faces Butter Branding Probe

Magazine article Marketing

Unilever Launch Faces Butter Branding Probe

Article excerpt

Unilever launch faces butter branding probe

Unilever's latest brand launch is facing a probe this week from trading standards officers concerned that it breaks EC rules on non-dairy product naming.

Unilever yellow fats subsidiary Van den Berghs plans to launch the spread I Can't Believe It's Not Butter with a 2m [pounds] marketing campaign in three weeks. But standards chiefs are worried that it might contravene EC laws prohibiting the use of dairy designations on non-dairy products like vegetable fat spreads -- laws which have already forced rival Kraft General Foods to change the name of its Golden Churn spread to Golden Crown.

Unilever is preparing for a fight. I Can't Believe It's Not Butter has already been successfully launched by Van den Bergh Foods in the US and Canada. In both cases the name was queried on legal grounds, and subsequently exonerated.

Bill Young, marketing director of Van den Berghs, points out that the firm is "saying that the product is not butter as part of the brand name". …

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