Friday, August 10, 2018

Unilever's margarine spun off as Upfield

One of the largest deals in the history of margarine was revealed in December last year when Unilever announced that they would spin off their "Spreads" business which they had built up since the consumer goods conglomerate was founded in 1930. The "Spreads" business included margarine and other "plant-based nutrition".

The sale to investment firm KKR was finished on July 2, when the new company also announced its name, Upfield. It is operating in most of the world and includes over 100 brands, including Becel, Flora, Country Crock, Blue Band, I Can’t Believe It’s Not Butter, Rama and ProActiv.

No explanation of the new name or the symbol was provided at launch. The leafy/watery "swoshiness" in the symbol is a bit reminiscent of other contemporary food conglomerate logos (Mondelez, Keurig Dr Pepper, and Unilever itself), so they clearly wanted to be seen as friendly and natural.

Unilver December 2017
Unilever July

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