The Marketing of Margarine

Abstract

Investigates the rise of the margarine industry and how it became an indispensable foodstuff. Discusses its inventor, Hypolite Mege Mouries, born in France in October 1817, and how his research led to the development of margarine and its sale in France in 1872. Sketches the growth of world margarine production and the formation of the giant Unilever through Margarine Union and Lever Brothers Ltd, merging. Features many of the early brands such as Stork and Echo, and further discusses the types of advertising involved and how modern margarines have to be careful about claims, especially with regard to ‘healthy’ products.

Citation

Clark, P. (1986), "The Marketing of Margarine", European Journal of Marketing, Vol. 20 No. 5, pp. 52-65. https://doi.org/10.1108/EUM0000000004647