Upfield has announced the relaunch of the iconic spread brand I Can’t Believe It’s Not Butter! in the UK.
The brand is set to hit the shelves this month with revamped versions of its two popular classic Original and Light variants, as well as a brand-new addition to the line-up: I can’t Believe it’s even Butterier! Gold.
The relaunch also includes new packaging, which draws on the brand’s familiar colour scheme and font, enabling instant brand recognition amongst consumers.
“I Can’t Believe it’s not Butter is back and butter-ier than ever,” said David Salkeld, general manager at Upfield.
“The brand is a jewel in our crown, and we believe it’s time to return it to its glory days. Through the range relaunch, we have modernised the iconic brand which is designed to bring fun and personality back to the category.”
The brand had a brief dalliance with a new name, with former owner Unilever re-branding the product as I Can’t Believe It’s So Good… For Everything! in the UK in February 2017, which was later simplified to I Can’t Believe It’s So Good…
Upfield, formed in 2018 by private equity fund KKR which acquired Unilever’s spreads business, has decided to go back to the original name of the brand.
“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,” Salkeld added.
“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.”
All three spreads will be available from the end of November, with I Can’t Believe it’s not Butter! Original and Light available in £1 PMPs (500g packs) Gold comes with an RRP of £1.30 for 500g.