That may improve with this summer's introduction of Unilever's Promise Ultra Fat Free, the first fat-free margarine to hit the market and still too new for sales results. Among margarine brands, Unilever's mid-priced Shedd's leads in dollar sales, the only national brand to edge out regional players. It seems only Shedd's has garnered enough loyalty to overcome private label's price advantage. Shedd's was the first brand into the crock business, taking that by storm,' Stuart said. It stepped up couponing dramatically.
Article includes tables on data on margarine sales.