THE NETHERLANDS: Rash Improvement

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...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!