Becel is a brand of vegetable oil

spread Spread may refer to: Places * Spread, West Virginia Arts, entertainment, and media * ''Spread'' (film), a 2009 film. * ''$pread'', a quarterly magazine by and for sex workers * "Spread", a song by OutKast from their 2003 album ''Speakerboxxx/T ...

produced by Upfield. In France it is sold as Fruit D'or in the United States as Promise. The name ''Becel'' originates from the initials BCL (Blood Cholesterol-Lowering). When introduced, the makers of Becel claimed to achieve a blood cholesterol lowering effect by modifying the

triacylglycerol A triglyceride (TG, triacylglycerol, TAG, or triacylglyceride) is an ester derived from glycerol and three fatty acids (from ''tri-'' and ''glyceride''). Triglycerides are the main constituents of body fat in humans and other vertebrates, as ...

(TAG) profile of the fat used in the margarine under the idea that an increased level of polyunsaturated fatty acids (PUFA) reduces the

blood Blood is a body fluid in the circulatory system of humans and other vertebrates that delivers necessary substances such as nutrients and oxygen to the cells, and transports metabolic waste products away from those same cells. Blood in the cir ...

cholesterol Cholesterol is any of a class of certain organic molecules called lipids. It is a sterol (or modified steroid), a type of lipid. Cholesterol is biosynthesized by all animal cells and is an essential structural component of animal cell memb ...

level. More recently, products were introduced under the "Pro-active" sub-brand. These products are based on the effects of plant sterols and sterol esters lowering blood cholesterol. This is achieved by a highly increased resorption of

beta-sitosterol β-sitosterol (beta-sitosterol) is one of several phytosterols (plant sterols) with chemical structures similar to that of cholesterol. It is a white, waxy powder with a characteristic odor, and is one of the components of the food additive E499 ...

and other

phytosterol Phytosterols are phytosteroids, similar to cholesterol, that serve as structural components of biological membranes of plants. They encompass plant sterols and stanols. More than 250 sterols and related compounds have been identified. Free phyt ...

s which accumulate especially in the intima of blood vessels and may cause arteriosclerotic plaques. In consequence, Consumption of Becel products does not lower the risk for coronary diseases such as

arteriosclerosis Arteriosclerosis is the thickening, hardening, and loss of elasticity of the walls of arteries. This process gradually restricts the blood flow to one's organs and tissues and can lead to severe health risks brought on by atherosclerosis, which ...

and therefore does not provide any medical benefits. In light of supporting evidence from various clinical trials, Becel Pro-activ gained the European Union's European Food Safety Authority’s (EFSA) approval for its claim to reduce the levels of cholesterol in the blood. It does not reduce the risk of heart disease and is not claimed to do so by Upfield, although many consumers believe it does.

2010 Academy Awards controversy

In 2009, Becel commissioned

Sarah Polley Sarah Ellen Polley (born January 8, 1979) is a Canadian actress,Howell, Peter (September 24, 1999)"Nobody's Starlet: Toronto's Sarah Polley is Only 20 but already a veteran actor so secure in her craft she can thumb her nose at Hollywood" ''Tor ...

to direct a two-minute short "to inspire women to take better care of that particular vital organ" he heart A week before the short's planned premiere in Canada, a commercial break during the

CTV CTV may refer to: Television * Connected TV, or Smart TV, a TV set with integrated internet North America and South America * CTV Television Network, a Canadian television network owned by Bell Media ** CTV 2, a secondary Canadian televisio ...

broadcast of the

82nd Academy Awards The 82nd Academy Awards ceremony, presented by the Academy of Motion Picture Arts and Sciences (AMPAS), honored the best films of 2009 and took place on March 7, 2010, at the Kodak Theatre in Hollywood, Los Angeles beginning at 5:30 p. ...

aired and Polley attracted headlines for taking her name off the film. Polley had understood that the film, titled "The Heart", would be used to promote the

Heart and Stroke Foundation of Canada The Heart and Stroke Foundation of Canada is a Canadian charity dedicated to advocacy, education, and the funding of research surrounding heart disease and stroke. Nomenclature In November 2016, the organization re-branded as ''Heart & Stroke ...

, but was unhappy with the association with Becel. "Regretfully, I am forced to remove my name from the film and disassociate myself from it. I have never actively promoted any corporate brand, and cannot do so now." In response, Becel said it was a "founding sponsor" of the Canadian

Heart Truth The Heart Truth is a campaign meant to raise awareness of the risk of heart disease in women. The campaign is sponsored in the United States by the National Heart, Lung, and Blood Institute, an organization of the United States Department of Heal ...

campaign and had commissioned the film "to put heart health on the radar of Canadian women".

References

{{Upfield Former Unilever brands Upfield (company) brands Margarine brands