Brands Owned by Upfield Holdings B.V..

Becel

Netherlands

Becel is a brand of margarine and plant-based spreads marketed as a heart-healthy alternative to butter. The brand focuses on products containing heart-healthy fats, such as omega-3 and omega-6 fatty acids, and is targeted at consumers seeking to manage their cholesterol levels through diet. It is currently owned by Upfield.

Blue Band

Netherlands

Blue Band is a food brand that offers a variety of spreads, margarines, and instant porridge products fortified with essential vitamins and nutrients. The brand focuses on providing nutritious meal options for families, particularly targeting parents seeking to support their children's physical and mental development. It is currently managed by the Flora Food Group.

Country Crock

United States

Country Crock is a food brand that produces a variety of buttery spreads, plant-based butter alternatives, and plant cream for cooking and baking. The brand focuses on providing versatile, dairy-free, and traditional spread options for home cooks. It is currently owned and operated by the Flora Food Group.

I Can't Believe It's Not Butter!

United States

I Can't Believe It's Not Butter! is a brand of vegetable oil-based margarine spreads and sprays designed as a butter alternative. The products are positioned as a nutrient-dense option, often fortified with vitamins A, D, E, B12, and Omega-3 ALA. The brand is marketed to health-conscious consumers looking for butter-like flavor in cooking, baking, and topping applications.

Promise

Ireland

Promise Gluten Free is a bakery brand that specializes in a wide range of gluten-free products, including loaves, sourdough, brioche, bagels, and baked desserts. The company emphasizes traditional baking heritage and focuses on developing recipes that prioritize taste and texture for consumers with dietary restrictions. The brand distributes its products internationally, catering to individuals seeking high-quality gluten-free bakery alternatives.

Rama

Netherlands

Rama is a global food brand specializing in margarine and plant-based spreads. The brand focuses on providing butter alternatives for cooking, baking, and spreading, catering to households seeking versatile kitchen staples. It is currently owned and operated by Upfield, a company headquartered in the Netherlands.

Violife

Greece

Violife is a food brand that specializes in the production of dairy-free, vegan cheese alternatives made from coconut oil and starch-based ingredients. The brand offers a wide range of products including slices, blocks, spreads, and grated varieties designed for consumers seeking plant-based dietary options. Violife is currently owned by Upfield and is distributed globally across retail and food service channels.