UK: New name for Unilever’s I Can’t Believe It’s Not Butter
As Britons are turning back to butter, Unilever is rebranding its I Can’t Believe It’s Not Butter spread in the UK in a move to “drive awareness of the product’s versatility”.
The consumer goods group said the rebranding of the spread to I Can’t Believe It’s So Good For Everything aims to show the product can “satisfy a range of consumer needs, from spreading and cooking to baking and frying”.
The company said it will promote the rebranded product as “a healthier choice for shoppers as it is made from plants, and contains Vitamin D, Omega 3 and less saturated fats and calories than butter”.
Unilever UK brand manager Pedro Costa said: “We know that our consumers want value for money when it comes to spreads. Our brand evolution to take on a new name helps to drive home the fact that this product is unbelievably versatile and a healthier option, making it a great value offering. We expect this change to resonate well with our existing customers whilst attracting new ones.”
Unilever CFO Graeme Pitkethly admitted last year the company’s spreads continued to be a “drag” on the group’s wider food operations but said spreads remained “a highly cash-generative business”.
I Can’t Believe It’s Not Butter launched in the US in 1981, and Unilever bought the brand in 1986. It went on sale in the UK and Ireland in 1991 as a low-fat alternative to butter.
By the mid 1990s it was one of the best-selling spreads. But over the past decade the product has struggled as consumer desires shifted back to butter again.
Sales in the UK fell from £75-million in 2011 to £36-million last year.
Copycat brands such as Utterly Butterly and Butter It’s Not have been spawned from the original product.
Source: just-food.com. www.buzz.ie
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