Unilever has changed the name of I Can’t Believe It’s Not Butter…and the reason is strange

CONSUMER goods giant Unilever has decided to rename I Can’t Believe It’s Not Butter because it wants customers to realise its multi-use potential.

Shops are now stocking the new style tubs with the new name of I Can’t Believe it’s so Good for Everything.

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Unilever wants to convince shoppers that its spread can be used for a range of things including, “spreading and cooking to baking and frying”.

Keen cooks will know that all butters and margarine can be used during the cooking process, not just famous butter impostors.

But Unilever says it wants to “drive home the fact that this product is unbelievably versatile and a healthier option for shoppers as it is made from plants, and contains Vitamin D, Omega 3 and less saturated fats and calories than butter.”

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Scientists have long debated whether butter or margarine is healthier for consumers. Vegetable spread makers often boast that their products are high in omega 6, as well as low in fats.

But a study last year claimed that oils high in omega 6 fat, also known as linoleic acid, are not “natural to human diets” and may be harmful.

Unilever’s low cost alternative to butter was first launched in the UK in 1991 but it has been available in the US since 1986.

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The consumer goods giant is also spending £1 million on a TV advertising campaign, set to air in March, which will help communicate the message to shoppers.

Unilever’s 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.”

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