Netherlands based consumer packaged goods company Upfield has reportedly relaunched its butter spread substitute I Can’t Believe It’s Not Butter along with a new addition and an updated packaging.
Apparently, the new packaging includes the brand’s patented color scheme which is an effort by the company to gain recognition among consumers.
According to reliable sources, Upfield expects the relaunch to be a success among consumers across United Kingdom. Upfield has also evidently launched a buttermilk-based spread called I Can’t Believe It’s Even Butterier Gold which is specifically designed for baking purposes. Supposedly, the updated version is the closest equivalent to butter offered by the company.
Upfield’s General Manager David Salkeld stated that since Upfield was established, the company has primarily focused on solidifying all the aspects of its profile for butter alternative spreads. He added that I Can’t Believe It’s Not Butter is not only versatile, but also meets the surging demand of quality products by consumers at a relative price.
Notably, 500g of I Can’t Believe It’s Not Butter spreads is available for £1 across UK whereas the 500g of the gold version costs £1.30.
For the record, margarine and spreads company Upfield operates in more than 95 countries and is a major plant-based consumer packaged goods company.
US-based private equity firm Kohlberg Kravis Roberts & Co. (KKR), which owns Upfield, had purchased Unilever’s spread business which included Flora, Stork and I Can’t Believe It’s Not Butter for €6.83 billion on debit-free, cash-free basis in 2017. Reportedly, Unilever had previously changed the name of I Can’t Believe It’s Not Butter to I Can’t Believe It’s So Good.