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”.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

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”.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now