For the last few years, Unilever — likely the world’s largest margarine maker — has been trying to figure out how to make spreads cool again in the eye of consumers. But despite its best efforts to adjust to changing consumers tastes, it looks like spreads are pretty much dead. [More]
i can’t believe it’s not butter
Unilever Looking To Shed Country Crock & I Can’t Believe It’s Not Butter As Americans Say No To Margarine
By 4.7.17
Consumer products conglomerate Unilever wants to sell its butter substitutes, which include Country Crock and I Can’t Believe It’s Not Butter in the United States, to another company. Why would it want to get rid of two such recognizable brands? Sales aren’t great, because Americans and consumers in other developed countries are losing their taste for buttery spreads. [More]
Nutty Nuggets And Panburger Partner: The Best Store-Brand Products You Submitted
By 11.25.15 — Updated: 5.24.17
At the beginning of this week, we took inspiration from reader Tom’s photo of a margarine tub, and asked our readers to send in your favorite funny store-brand product names. They could be fanciful or funny in their descriptive bluntness: they just had to be funny. You submitted plenty: let’s unload this grocery cart of amusement. [More]
We Tried It: Does Country Crock’s New Formula Actually Taste Like Garbage?
By 9.28.15
Loyalty runs deep in the world of butter and butter-like spreads, so when Unilever changed the recipes of a few of its popular products (including Country Crock), die-hard customers accused the company of destroying the product. [More]
I Can't Believe It's Not Butter Twitter Account Wants You To Just Cut To The Chase Already
By 2.17.12
The whole idea behind I Can’t Believe It’s Not Butter is supposed to be that this yellow, smushy spready product you put on bread and spray on vegetables (which is kind of weird, right?) is so ridiculously akin to the real thing, that you just cannot believe it’s not butter. Someone should’ve told that to the brand’s Twitter account manager. [More]
This Bottle Of I Can't Believe It's Not Butter Is Incredibly Accurate
By 12.9.10
Don’t you love it when products at the grocery store do the math for you? Take for instance this spray bottle of I Can’t Believe It’s Not Butter. [More]
To Build a Better Butter
By 6.14.06
A smooth and creamy butter-like confection, Thomas Bartlett’s Minor Tweaks consumer letters are a source of reassuring delight, whether spread over a lightly toasted keyboard in the morning, as a dipping dollop during mid-afternoon snack or melted over a bowl of popped corn for a Hellraiser marathon for the whole family.
