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Unilever: Spread Brand Marketing? Meh

Unilever has admitted it must do more to communicate the taste and health benefits of its spreads and margarine products in Europe, such as Flora and Bertolli as consumers look for healthier alternatives, as it reports a “weak” performance in its food division in the first quarter. CEO Paul Polman added a “tough promotional” environment meant volume sales of its spreads brands fell despite product innovations such as Flora Buttery and liquid margarines launching in Europe.

Read the whole story at Marketing Week »

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