Abstract
The Flora Project for Heart Disease Prevention began 20 years ago when in mid‐1970 Burson‐Marsteller was approached by Van den Berghs & Jurgens, the major UK margarine manufacturer, to develop a public relations programme for its new margarine Flora. Flora margarine was produced in response to requests from the medical profession for an alternative to butter that was high in polyunsaturates, low in saturates and low in cholesterol. Flora was developed and distributed nationally to UK supermarkets in 1968.
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