Becel Vlees & Jus liquid margarine

Becel is a well-established brand in the global spread and margarine market, famously known for its heart-healthy marketing and focus on unsaturated fats. The brand was originally developed by Unilever in the Netherlands during the 1960s, following medical studies that linked saturated fat intake to heart disease. Its name is derived from the acronym BCL (Blood Cholesterol Lowering).

Historically, Becel was one of Unilever's flagship food brands. However, in 2018, Unilever sold its global spreads division to the private equity firm KKR, which established a dedicated company called Upfield. Today, Upfield is the world's leading producer of plant-based spreads and butters, overseeing brands like Becel, Flora, and Blue Band.

While Becel products are sold across Europe and North America (often under the brand name Flora in the UK), the Liquid Margarine 'Vlees & Jus' variant shown is a staple in the Dutch and Belgian markets. Production primarily occurs in European facilities, including the plant in Rotterdam, to serve the Benelux region. The ultimate ownership remains with Upfield, which is headquartered in the Netherlands, maintaining the brand's Dutch roots.