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Conagra Brands has rolled out a reformulated I Can’t Believe It’s Not Butter range in the US, as the packaged food group looks to revitalise the long-running spreads brand by emphasising cooking performance alongside reduced saturated fat.

The updated NutriRich formulation is designed to improve creaminess, consistency and heat stability across applications including sautéing, baking and sauce-making, addressing a common criticism of butter alternatives in both home and foodservice kitchens.

Conagra said the reformulation delivers up to 70% less saturated fat than dairy butter while also adding functional nutritional benefits, including vitamins A, D, E and B12 and omega-3 fatty acids. The company is positioning the product as a more versatile cooking fat rather than a narrow butter substitute.

The relaunch includes three products: an Original variant available nationwide, a Light version with reduced calories and saturated fat, and an Extra Creamy SKU containing 8% fresh cream, which is set to launch later this year in both tubs and sticks.

The move comes as traditional spreads face sustained pressure from a rebound in butter consumption, increased competition from premium oils and ongoing consumer scrutiny around processing and ingredients.

By focusing on functional performance in cooking, Conagra is seeking to protect volumes and margins in a mature category by broadening usage occasions beyond spreading, and by appealing to consumers who want lower saturated fat without sacrificing cooking results.