Rama is the oldest spread brand owned by Upfield , sold in 65 countries.
| Rama | |
|---|---|
 | |
| Industry | Food products |
| Current owner | Upfield |
| Country of origin | Germany |
| Start use | 1924 |
| Related Stamps | Becel, Blue Band, Bonella, Country Crock, Doriana, Dorina, Flora, I Can't Believe It's Not Butter, Imperial, La Perfecta, Maizena, Milda, Mirasol, Planta, Planta Fin, Primavera, Sana, Stork, Tulipan, Vitam |
| Markets | 65 countries |
| Site | rama.de |
The production of margarine under the brand name " Rahma " (German Rahm - cream) was launched in Germany in 1924 by the company " Unilever ". In 1926, the trade name was changed to Rama , but continued to use the word “butter” on the packaging until 1932, when the German government banned the use of any mention of dairy products in advertising margarine.
In the 30s, Rama led an active press campaign, positioning its product as a healthy product for the nutrition and development of children.
With the outbreak of World War II, production was halted until 1954. By 1962, the brand had won 40% of the entire German margarine market. The updated brand was introduced to the market as a premium breakfast product, and a yellow package appeared with a picture of a girl in a national German costume. This symbolism was used until 2011.
In the new millennium, margarine sales are steadily declining with the trend for natural products. Despite redesigning its floral-style packaging, Rama loses about 6% of its customers per year. In 2008, the formulation of the basic product “Rama Originals” reduced fat content to 70% and now not a single product of the brand “Rama” can be called margarine. The composition of "Rama" is based on palm oil obtained from companies with a criminal reputation. Independent reviews conducted in several countries assess the quality of Rama as satisfactory.
In 2018, Unilever sold its global spread manufacturing business to U.S. investment firm Kohlberg Kravis Roberts for eight billion dollars. "Rama" is now released in the concern " Upfield" [1]
Currently, the spread is presented in the market of 65 countries under a variety of brands ( Blue Band and Promise in the USA, Milda in Sweden and Denmark, Planta in Austria, Becel in Estonia and Eastern Europe). The range includes spreads, margarines and ghee. Positioned as a premium product.
Floral motifs of renewed packaging
Margarine brand Flora, launched in 2011
Swedish Brand Milda with floral packaging
Rama in Russia
Since 1996 - in the Russian market.
Since 1998, it has been produced at the Moscow Margarine Plant . [2]
April 2001 - Rama with milk . Currently not available.
October 2002 - Vegetable Rama Vitality with added vitamins A , D3 and E. At the moment, it is presented with fat content in two versions - 48 and 55 %%.
December 2002 - vegetable-fatty Rama Olivio with the addition of olive oil . It is currently presented with a fat content of 50%.
2004 - due to the introduction of a new GOST, the product was re-registered as a spread .
September 2004 - Rama Light with a reduced level of fat content (40%).
2005 - change of advertising concept to the principles of healthy nutrition and naturalness. [3]
2010-2012 - packaging redesign in accordance with the global trend for floral motifs, adding a table on the nutritional value of the product. An active advertising campaign of the spread as recommended by associations with names that imitate reputable scientific institutions.
Manufacturing Technology
According to the statutory classification of spreads, Rama spreads belong to the class of vegetable fat spreads. Rama spreads on the Russian market are made from unremarked vegetable oils .
And although their cholesterol content is less than 0.02 mg per 100 g of product, [4] Rama spreads are obtained by the transesterification method, which is based on mixing liquid and solid vegetable oils. [5] It is recommended that the World Health Organization refrain from consuming solid oils or limit their use to 10 grams per day for an adult.
Notes
- ↑ Unilever completes the sale of its Spreads business to KKR .
- ↑ Marketing Encyclopedia. Russian market of margarines .
- ↑ > Frame. Brand History .
- ↑ Proceedings of the Nutrition Society (2005), Modern fat technology: what is the potential for heart health ?, The Authors 2005
- ↑ Expert Meeting, Barcelona, February 1-2, 2009, Health Significance of Fat Quality of the Diet