Early last month, when a splashy advertising campaign urged Dutchmen to "taste the improvement" in their favorite spread, thousands of housewives obediently followed directions. Most of them agreed that there was indeed something different about the new version of their old friend Planta, the good-eating margarine made by Van den Bergh's & Jurgens' N.V., a subsidiary of the vast Dutch-British Unilever combine. In no time at all, the new Planta* was outselling the old, "unimproved" Planta, which had previously accounted for an estimated 13% of The Netherlands' margarine production.
But as Planta's sales curves soared, Dutch doctors began getting patients...
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