The I Can't Believe It's Not Butter line is also made with non-bioengineered ingredients.


ENGLEWOOD CLIFFS, N.J. — Unilever U.S. is undertaking an effort to transform its spreads business in North America. The focus of the effort is on a simple label that highlights such ingredients as plant-based oils, water and salt.

“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, vice-president 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.”

The I Can’t Believe It’s Not Butter effort launches in November and similar efforts under the company’s Country Crock, Brummel & Brown and Imperial brands will take place in 2015. The I Can’t Believe It’s Not Butter! line includes three varieties — original, light and olive oil — and is the first spread product in the United States to be made with non-bioengineered ingredients, according to the company.

For the original variety, the ingredient statement includes: Purified water, soybean oil, palm kernel and palm oil, salt, lecithin (soy), natural flavors, vinegar, vitamin A palmitate and beta carotene for color. The new I Can’t Believe It’s Not Butter! products are available nationwide for a suggested retail price of $3.09.