Becel Effi Apricot Fruit Spread

Becel Effi is a line of fruit spreads positioned as a healthier alternative to traditional jams, typically containing less sugar. The brand Becel (known as Flora in some markets) has its origins in the Netherlands and was originally developed by Unilever in the 1960s, focusing on heart-healthy spreads. In 2018, Unilever sold its spreads division to KKR, leading to the formation of Upfield.

Upfield now manages the Becel brand globally, including the Effi sub-brand found in the Benelux region. While the brand is Dutch in origin, production for the European market is decentralized, with significant manufacturing facilities in Belgium and other parts of Europe. As of 2026, Upfield continues to operate as a global leader in plant-based spreads, headquartered in Amsterdam, Netherlands.