Russian consumers prefer products made of vegetable fat to be named “butter”, not “spread”
Consumers do not like the name “spread”, and technical regulations allow companies to produce a product with minimal dairy fat content and to name it “butter”. Russian Dairy Union (RSPMO) appeals “to call things by their proper names” and to prohibit the term “cream-vegetable butter” on the territory of Russia. CU Technical Regulations on Safety of Milk and Dairy Products claims, that a cream product with vegetable additives is “spread” even if the share of vegetable components is 5% the product cannot be named “butter”, said Lyudmila Manitskaya, RSPMO фExecutive Director.
A well-known example of “cream-vegetable butter” is a product under the trade mark Gudberg, which belongs to Kochmeister Rus - a partner of Soyuz Corporation and a representative of a German company Panman GmbH in Russia.
In Custom Union Food House believe that the “terminology virus” - when foreign words are inserted into names of commercially successful products - cramps the market, pushes off the consumer and creates profitable ground for foreign competitors.
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