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Upfield revives I Can’t Believe It’s Not Butter brand name after two-year gap

Upfield has revived the I Can’t Believe It’s Not Butter brand, just under two years after it was rebranded I Can’t Believe It’s So Good, to accentuate its versatility and plant-based credentials.

The relaunch after its “brief dalliance” with a new name includes revamped recipes of the brand’s Original and Light variants.

It has also added an I Can’t Believe It’s Even Butterier Gold variant to the lineup. And in a departure from Upfield’s shift towards plant-based ingredients across its major brands, all three products will continue to include buttermilk as a key ingredient.

Upfield said the Light variant contained just 27 calories per 10g serving, while the new Gold variant was designed for baking and butter enthusiasts, providing the “closest comparison to butter” in the lineup. The spreads started rolling out into supermarkets last week (rsp: £1/500g tub for the Original and Light variants and £1.30/500g for the Gold variant).

The ditching of the I Can’t Believe It’s Not Butter brand name was designed to convey the message the spread could satisfy “a range of consumer needs, from spreading and cooking to baking and frying”, said former owner Unilever in January 2017.

However, Upfield now believed it was time to return the product “to its glory days”, said its UK & Ireland CEO David Salkeld. He described the brand as iconic and “a jewel in our crown” which would “bring fun and personality back to the category”.

Source: The Grocer Dec 3 | Competitor News