Rama is not 'margarine', advertising body tells Checkers

Shoprite Checkers has been ordered to remove the word "margarine" when advertising the popular sandwich spread Rama.

This follows a complaint at the Advertising Regulatory Board (ARB) by Dave Bennett after the retailer issued a catalogue featuring special deals offered by Checkers.

The relevant deal is for Rama "Original" spread. The claim is that the product is "margarine".

Bennett argued that the product is not "margarine" as legally defined. You can only call a yellow "margarine" product "margarine" if it contains a maximum of 16% water, and the Rama product contains more water than that, Bennett argued.

Shoprite Checkers said it investigated the complaint and found the mistake to have occurred in only one of its divisions, KwaZulu-Natal, with all the other divisions labelling the product correctly in all advertising material.

"The KwaZulu-Natal advertising team has been informed accordingly, and it will ensure that going forward, the word 'margarine' will not be used when advertising Rama," Checkers said.

"In this matter, the advertiser has undertaken not to use the term 'margarine' in its advertising in relation to the Rama 'Original' product going forward. This undertaking is not only unequivocal, but clearly addresses the concerns raised by Mr Bennett. There is therefore no need to consider or investigate the matter any further," the ARB said on November 16.

According to Wikipedia, margarine was first made in France in 1869. It was created by Hippolyte Mège-Mouriès in response to a challenge by Emperor Napoleon III to create a butter substitute from beef tallow for the armed forces and lower classes.

* Sign up to Fin24's top news in your inbox: SUBSCRIBE TO FIN24 NEWSLETTER
ZAR/USD
16.97
(+0.38)
ZAR/GBP
21.15
(+0.43)
ZAR/EUR
19.06
(+0.59)
ZAR/AUD
11.75
(+0.27)
ZAR/JPY
0.16
(+0.61)
Gold
1776.26
(+0.49)
Silver
17.96
(-0.08)
Platinum
807.48
(-1.37)
Brent Crude
42.09
(+1.84)
Palladium
1899.00
(-0.10)
All Share
54617.19
(+1.54)
Top 40
50309.77
(+1.49)
Financial 15
10214.89
(+2.12)
Industrial 25
76156.33
(+1.23)
Resource 10
50768.18
(+1.58)
All JSE data delayed by at least 15 minutes morningstar logo
Company Snapshot
Voting Booth
Please select an option Oops! Something went wrong, please try again later.
Results
I'm not really directly affected
18% - 1539 votes
I am taking a hit, but should be able to recover in the next year
23% - 2004 votes
My finances have been devastated
34% - 3007 votes
It's still too early to know what the full effect will be
25% - 2184 votes
Vote