Upfield has relaunched spread brand I Can’t Believe It’s Not Butter in the UK, alongside updated packaging and a new addition.
As well as revamped versions of the original and light spreads, I Can’t Believe It’s Even Butterier Gold has been released. Made with buttermilk, the new spread is designed for baking and is said to provide the closest comparison to butter in the range.
The new packaging features the brand’s original colour scheme, in a move to enable recognition among consumers.
“I Can’t Believe It’s Not Butter is back and butter-ier than ever! The brand is a jewel in our crown, and we believe it’s time to return it to its glory days,” said David Salkeld, general manager at Upfield.
“Through the range relaunch, we have modernised the iconic brand which is designed to bring fun and personality back to the category.
The new gold variant is made with buttermilk and is designed for baking.
“Since the formation of Upfield, we have focused on strengthening all aspects of our spread’s portfolio. We recognise the need to offer consumers a quality product at a great value price point, and I Can’t Believe It’s Not Butter does just that, as well as being highly versatile.
“We expect the relaunch to be a huge hit with consumers who will instantly recognise the brand as it starts to flow back into fridges across the UK.”
The original and light spreads are available with a recommended retail price of £1 for 500g, while the gold variant costs £1.30 for 500g.
Upfield is owned by KKR, the private equity firm that bought Unilever’s spread business – including brands such as I Can’t Believe It’s Not Butter, Flora and Stork – for €6.83 billion in 2017.
Unilever had changed the name of the I Can’t Believe It’s Not Butter brand to I Can’t Believe it’s so Good.
© FoodBev Media Ltd 2021
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