When introduced, the makers of Becel claimed to achieve a blood cholesterol-lowering effect by modifying the triacylglycerol (TAG) profile of the fat used in the margarine under the idea that an increased level of polyunsaturated fatty acids (PUFA) reduces the blood cholesterol level.
[2] Consumption of Becel products does not lower the risk for coronary diseases, such as arteriosclerosis, and therefore does not provide any medical benefits.
[3] In light of supporting evidence from various clinical trials, Becel Pro-Activ gained the European Food Safety Authority’s (EFSA) approval for its claim to reduce cholesterol levels.
[5] In 2009, Becel commissioned Sarah Polley to direct a two-minute short "to inspire women to take better care of that particular vital organ" [the heart].
[6] A week before the short's planned premiere in Canada, a commercial break during the CTV broadcast of the 82nd Academy Awards aired, and Polley attracted headlines for taking her name off the film.