Lätta

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Lätta
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Owner / user Upfield Holdings
Introductory year 1984
Products Spreadable fat , formerly margarine
Markets Europe
Website http://www.laetta.de

Lätta (Swedish for to ease ), formerly Linea in Switzerland , is a spreadable fat . The brand is owned by Upfield Holdings. It was first launched in Sweden in 1984, and then in Germany in 1987 . Lätta is now also available in Finland , Denmark , Estonia , Austria , France , Switzerland , Luxembourg and the Netherlands . Lätta, like the Rama and Becel brands , is produced in the Unilever margarine factory in Wittenberg . The has an annual production capacity of over 100,000 tons.

On July 2, 2018, the financial investor KKR took over the spreads division from Unilever and has been running it as Upfield Holdings since then .

composition

As a spreadable fat, it mainly consists of drinking water (more than 50%), vegetable oils and emulsifiers , which are supposed to improve the spreadability. The milk fat content is limited to three percent according to the Europe-wide standard. Due to its high water but comparatively low fat content, Lätta is not suitable for roasting or baking .

sorts

Lätta is available in the original flavors (since 2018) with 37% fat, since 2001 there has been Lätta with yoghurt , and since 2005 the Lätta extra fit variant with buttermilk and 28 percent fat content. Until 2017 there was Lätta classic , a semi-fat margarine with 39% fat , which, according to the manufacturer (as of 2007), was the market leader in the semi-fat margarine segment with a 66 percent market share.

Evaluation and criticism

Lätta - until 2017 semi-fat margarine

The consumer magazine Öko-Test gave Lätta an overall rating of “very good” in 2005, but at the same time pointed out that weight problems cannot be solved with light products .

In an independent test by Swiss television in 2006, Lätta did less well because the laboratory tests showed a suboptimal ratio of the omega fatty acids contained . In nutritional research - unlike years ago - monounsaturated fatty acids are currently considered to be particularly important for health. The manufacturer Unilever rejected the evaluation as wrong and insisted that the composition meets the requirements of a cholesterol-conscious diet.

However, there is also general criticism of the advertising statements on half-fat margarine. The Swiss cardiologist Michel de Logeril says: “Bringing low-fat margarines to market means selling consumers for stupid things. The price is the same as for margarine with a fat content of 80 percent. With only 40 percent, the rest is expensive water. "

Current medical research shows that there is no evidence of a direct relationship between diet and individual cholesterol levels . Therefore, reduced-fat margarine also has no measurable influence. This view is also shared by Peter Sawacki, President of the Institute for Quality and Efficiency in Health Care , who has reviewed 14 meta-studies on cholesterol and heart attacks: “It has not been proven that the amount of cholesterol we eat with us is is actually causally responsible for diseases. (...) The effect of lowering cholesterol has been researched better than anything else in medicine. One can say that healthy people do not benefit from it in terms of extending their life, "this only applies to people who have already had a heart attack or are suffering from a disease of the coronary arteries , but statistically only two percent.

marketing

Lätta is advertised intensively as a lifestyle product in the premium segment. The target group is 20 to 50 year olds. The advertising is especially aimed at people who want to be healthy and slim. TV commercials such as the 25-second Kiss produced by Ogilvy & Mather portray young, good-looking consumers accordingly. Feeling good was used by Muse as a commercial . Large-format, backlit posters were also used in exposed locations. A jingle composed by Andreas Bruhn under the pseudonym Vanish became a surprise hit in 2001 as My & you & I.

Web links

  • Lätta on the Unilever website

Individual evidence

  1. ↑ Unilever to sell its Spreads business to KKR for € 6,825 bn
  2. ↑ a b https://www.laetta.de/marke
  3. ↑ https://www.laetta.de/produkte/laetta-original/8714100857809
  4. ^ SDA Basic Service German, January 31, 2005
  5. ↑ a b Swiss television margarine test (2006)
  6. ↑ WDR article on cholesterol (2006) ( Memento from February 13, 2007 in the Internet Archive )
  7. ↑ SWR article: Main villain when it comes to heart attack - The myth of cholesterol (2006)
  8. ↑ fischerAppelt ( Memento from November 12, 2007 in the Internet Archive )
  9. ^ The Art of Selling, manager magazin 12/2002
  10. ↑ Lätta presents itself new in the trade and TV ( Memento from December 15, 2007 in the Internet Archive )
  11. ^ Wrangler - Day and Night Effects. Archived from the original on September 25, 2011 ; Retrieved October 6, 2012 .