Unilever has re-branded its “I Can’t Believe it’s Not Butter.” vegetable oil spread. The product has been renamed, “I can’t believe it’s so good for Everything.” and will be promoted as a “healthier choice.”
Pedro Costa, Unilever’s UK brand manager said, “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.”
This is not Unilever’s first attempt to lure health-conscious consumers. In 2007 the company extended the “I Can’t Believe” brand to include an olive oil spread and an olive oil cooking spray; as consumers veered toward a more Mediterranean diet.
Unilever proclaims their olive oil spread will “add a little Mediterranean flair to everything.” They describe it as, “An unbelievable delicious gift from the Mediterranean made with real olive oil.” Vegetable oils account for just 45 percent of the ingredients. The olive oil spread also contains soybean oil, palm oil and palm kernel oil.
The “I Can’t Believe.….” range also boasts an olive oil spray, described as “Mediterranean flavor in an unbelievable spray.” The spray, which Unilever claim is “made with olive oil” and delivers an “authentic olive oil taste” contains soybean oil, sweet cream buttermilk and xanthan gum along with Tunisian olive oil.
Unilever said “I can’t believe it’s so good for Everything” can “satisfy a range of consumer needs, from spreading and cooking to baking and frying,” and the company is promoting the spread as “a healthier choice made from plants and contains vitamin D, omega 3 and less saturated fat than butter.”
According to Unilever the taste of their “I can’t believe” range comes straight from the source — real plant-based oils.” The regular “I can’t believe it’s not Butter” spread contains palm oil; which has come under intense scrutiny as a potential carcinogenic.
Unilever credits palm oil for the smooth and creamy texture of their spread and claims to use sustainable palm oil. Palm kernel oil and soybean oil are also listed as ingredients in the spread; which can be used for spreading, topping, sautéeing, cooking and baking.
“I can’t believe it’s so good for Everything” (which is not being renamed in the US) is already on sale in the U.K. It continues to be packaged in the iconic yellow and blue tubs.
Unilever has spent £1 million on television commercials for the re-branding. These will hit the screens in March.
“I can’t believe it’s not Butter” was first marketed in 1981 as a low-cost alternative to butter. Unilever acquired the brand in 1986.