Four members of the public have complained to the Advertising Standards Authority (ASA) about the campaign, which features two sweetcorn cobs, one with nothing on it accompanied by the word 'healthy' and one with Flora melted on top, below the word 'healthier?'
One complainant asked: 'How can adding margarine to a vegetable possibly make it healthier?'
Health and wellbeing has been a core marketing message of the Flora brand, which was one of the first soft margarines in the UK when it launched in 1964.
It was introduced as a healthier alternative to butter, lard and hard margarines, and has developed its health message with its cholesterol-lowering Proactive range.
Unilever is the latest food brand to face the possibility of an ASA investigation over health claims. Earlier this month the ASA received a number of complaints about a campaign for Walkers crisps, which claimed there were similar amounts of salt in a slice of bread as a packet of its crisps (Marketing, 8 March).
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