Unilever has extended efforts to revitalise its spreads business to the US, where it is rolling out new recipes made with “real, simple ingredients”.
Beginning with the I Can’t Believe It’s Not Butter brand, the company is simplifying its use of ingredients, focusing on plant-based oils, purified water and salt. The new recipe is free from artificial preservatives, the company said.
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“This is a groundbreaking innovation for Unilever’s US foods division, driven by our mission to deliver great-tasting and sustainable food to America,” said Mike Faherty, vice president of Unilever’s foods business in 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.”
Following on from this month’s relaunch of I Can’t Believe It’s Not Butter, the company will revamp its other buttery spreads brands, including Country Crock, Brummel & Brown and Imperial, in 2015.
Unilever has been working to stem the decline of its problematic spreads business through innovation. In Europe this year, the group has focused on expanding into the blended spreads category. However, declining margarine sales continued to weigh on the group’s most resent financial update.
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