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Unilever U.S. Revamping Buttery Spreads Portfolio

Television personality Joy Bauer enjoys an Apple-Cinnamon Quinoa Parfait made with the new I Can't Believe It's Not Butter!.

Unilever U.S. says it is transforming its current buttery spreads portfolio, beginning with I Can’t Believe It’s Not Butter!, into new recipes made with real, simple ingredients like a blend of plant-based oils, purified water and a pinch of salt—and no artificial preservatives.

The transformation of the spreads portfolio is part of what Unilever calls its commitment to deliver delicious, balanced foods made from real, simple ingredients that you can recognize, while continuously improving nutritional profiles and advancing sustainable sourcing.

“This is a groundbreaking innovation for Unilever’s U.S. Foods division, driven by our mission to deliver great-tasting and sustainable food to America,” said Mike Faherty, VP of Unilever Foods, North America. “The new I Can’t Believe It’s Not Butter! is the start of a complete category transformation that will help us grow the buttery spreads business. It is also consistent with the types of innovation you can continue to expect from our Unilever foods brands.”

Unilever I Cant Believe Its Not Butter ProductIn addition to the new I Can’t Believe It’s Not Butter! products launching this month, the transformation will continue across other Unilever buttery spreads brands, including Country Crock, Brummel & Brown and Imperial in 2015.

Unilever says the new I Can’t Believe It’s Not Butter! offers fresh butter taste with no artificial preservatives. It is available in Original, Light and Olive Oil varieties, and is the first spread from Unilever in the U.S. to be made with non-GMO sourced ingredients. Like all Unilever buttery spreads, sticks and sprays, the new simple recipes contain 0g trans fat per serving, no cholesterol and no partially hydrogenated vegetable oils, the company says.

“The new I Can’t Believe It’s Not Butter! products provide a source of good fats—monounsaturated and polyunsaturated fats—similar to those found in avocados, walnuts and almonds, and can be part of an overall healthy, balanced diet,” said television personality Joy Bauer, who is partnering with Unilever buttery spreads as part of a multi-channel program to communicate the nutritional benefits of good fats.

“They’re also great in the kitchen,” she added. “Whether spreading on whole-grain toast, topping corn on the cob, sauteing vegetables or baking fruity muffins, the new I Can’t Believe It’s Not Butter! is extremely versatile.”

The new I Can’t Believe It’s Not Butter! is available in major retailers nationwide for a suggested retail price of $3.09.

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