I can't believe it's not butter!... is back
After a 'brief dalliance' with a new name, spread brand I Can’t Believe It’s Not Butter! is set to hit British shelves this month.
The relaunch will include revamped versions of its two popular classic Original and Light variants, as well as a brand-new addition to the line-up with 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.
David Salkeld, General Manager at Upfield, stated: “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. Through the range relaunch, we have modernised the iconic brand which is designed to bring fun and personality back to the category.
“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.”
