I Can't Believe It's Not Butter!

What I Can't Believe It's Not Butter! does

I Can't Believe It's Not Butter! (ICBINB) is a US consumer packaged goods brand founded in 1981 that produces plant-based butter alternative spreads, sprays, and sticks, owned and operated by Flora Food Group (headquartered in Hackensack, NJ). Its product portfolio spans Original, Light, and Extra Creamy spreads, Extra Creamy Salted Sticks, and Original and Garlic sprays, all formulated from vegetable oil blends (soybean, palm kernel, palm, and canola) with RSPO-certified palm oil sourcing. The brand's proprietary NutriRich formula delivers 20% daily value of Vitamins A, D, E, and B12 and 10-20% Omega-3 ALA per serving, and the Extra Creamy line incorporates 8% fresh cream for premium texture.

The brand monetizes through traditional CPG sales across grocery, club, and online retail channels at undisclosed price points across multiple package sizes (7oz to 45oz tubs, 16oz sticks). Go-to-market combines event-driven relaunches (a 2026 campaign with celebrity chef Gordon Ramsay, executed by Salt agency) with ongoing direct-to-consumer content marketing through a Wellness Hub, dietitian-authored articles, and the NOTFLIX 'Butter Compartment' video series. Target customer segments are health-conscious consumers, general home cooks, and explicitly the 12% of Americans using GLP-1 appetite suppressant medications.

In 2026 ICBINB executed its largest product overhaul in decades, reformulating with the NutriRich nutrient system and repositioning around 80% less saturated fat than dairy butter to reverse a decade of declining sales. The brand holds American Heart Association Heart-Check certification and is Kosher-certified and gluten-free, and operates exclusively in the United States under Flora Food Group ownership.

Name

I Can't Believe It's Not Butter!

Legal name

Flora Food Group

Website

https://icantbelieveitsnotbutter.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

251–500 employees

Short description

I Can't Believe It's Not Butter! is a US plant-based butter alternative brand owned by Flora Food Group, producing nutrient-fortified spreads, sprays, and sticks for health-conscious consumers, home cooks, and GLP-1 medication users.

Ownership category

akta.pro rank

Product category

Plant-based Butter Alternatives

NAICS

Fats and Oils Refining and Blending (311225)

SIC

Fats & Oils (2070)

akta.pro primary industry

Plant-Based Butter & Spread Alternatives Processing (Margarine-style, Cultured Spreads) (AFAHAJAD)

akta.pro secondary industry

Margarine, Shortening & Fat Blends Manufacturing (AFAKAEAG)

Keywords

• Butter alternative spreads
• Plant-based spreads
• Cooking sprays
• Baking sticks
• Consumer packaged goods

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Consumer Packaged Goods Sales: Direct sales of butter alternative spreads, sprays, and sticks through retail grocery stores, club stores, and online retailers. Revenue generated from product volume across multiple size formats (7oz to 45oz tubs, 16oz sticks).

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

I Can't Believe It's Not Butter! manufactures and sells plant-based butter alternative spreads, sprays, and baking sticks formulated with the proprietary NutriRich nutrient fortification blend delivering vitamins A, D, E, B12 and omega-3 ALA per serving. The product line includes Original Spread, Light Spread, Extra Creamy Spread, Extra Creamy Salted Sticks, Original Spray, and Garlic Spray, sold in multiple sizes (7oz to 45oz tubs, 16oz sticks) to U.S. consumers seeking lower-saturated-fat butter alternatives for cooking, baking, and spreading.

Product overview

I Can't Believe It's Not Butter! is a line of butter alternatives owned by Flora Food Group, consisting of spreads (Original, Light, Extra Creamy), sprays (Original, Garlic), and sticks (Extra Creamy Salted). The products feature the NutriRich formula with added vitamins (A, D, E, B12) and Omega-3 ALA, positioned as healthier alternatives to dairy butter with significantly less saturated fat. The portfolio also includes Vegan spread variants for plant-based consumers.

Differentiator

Problem solved

Functional benefit

Products and services

• Original Spread Butter alternative spread with NutriRich formula delivering 20% daily value of Vitamins A, D, E, B12 and at least 20% Omega-3 ALA per serving, with 70% less saturated fat than dairy butter, for health-conscious consumers using it for spreading, cooking, and baking.
• Light Spread Lower-calorie butter alternative spread with NutriRich formula delivering 20% daily value of Vitamins A, D, E, B12 and 10% Omega-3 ALA per serving, with 60% less fat than dairy butter, for calorie-conscious consumers.
• Extra Creamy Spread Premium butter alternative made with 8% fresh cream for ultra-smooth texture and higher fat content than Original, delivering NutriRich benefits including 20% daily value of Vitamins A, D, E, B12 and 28% daily value of Omega-3 ALA per serving.
• Extra Creamy Salted Sticks Butter stick alternative made with 8% fresh cream for cooking and baking, delivering 20% daily value of Vitamins A, D, E, B12 and 20% daily value of Omega-3 ALA per serving in 16oz packs.
• Original Spray Buttery spray for cooking and finishing dishes, providing zero to minimal calories and fat per serving up to four sprays, designed for low-fat meal preparation.
• Garlic Spray Flavored buttery spray with garlic for seasoning cooking and finishing dishes, offering convenience flavoring with minimal calories and fat.

Quantifiable outcome

• 80% less saturated fat per serving than dairy butter
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• Gordon RamsayflagshipGTM or Marketing Partner · 1 January 2026I Can't Believe It's Not Butter! announced partnership with celebrity chef Gordon Ramsay for 2026, featuring NutriRich formula products. Ramsay tested products in baking, sauces, and scrambled eggs, finding consistent performance in flavor and texture. The collaboration positions the brand for broader industry trends of celebrity-endorsed cooking products and targets health-conscious consumers.
• Salt AgencycoreGTM or Marketing PartnerSalt agency created the campaign for I Can't Believe It's Not Butter!'s biggest product relaunch in decades, featuring Gordon Ramsay as ambassador. The campaign aims to reverse a decade of declining sales as consumers moved away from processed spreads.
• Flora Food GroupflagshipOthersI Can't Believe It's Not Butter! is owned by Flora Food Group, which operates the brand and manages distribution, marketing, and product development. Flora Food Group is headquartered in Hackensack, NJ.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Violife: Violife is a plant-based dairy-alternative brand (cheeses, butters) competing in the same dairy-free category as ICBINB but with cleaner-label positioning and growing foodservice penetration, making it an emerging threat in plant-based butter.

Direct peers

• Country Crock: Country Crock is the leading margarine/spread brand in the U.S. and is also owned by Flora Food Group (formerly Upfield), making it the most direct peer — same parent, same category, same distribution channels, directly competing for shelf space and consumer occasions.
• Miyoko's Creamery: Miyoko's is a premium plant-based butter and cheese brand competing in the same dairy-alternative category as ICBINB, but positioned on cleaner ingredient labels, cultured/cashew-based formulations, and a premium price point targeting health-conscious and vegan consumers.
• Earth Balance: Earth Balance is a long-standing plant-based buttery spread brand made from soybean, canola, palm, and olive oils. It directly competes with ICBINB in the dairy-free spreads category with overlapping retail distribution and similar consumer target (vegan, allergen-free households).
• Smart Balance: Smart Balance produces buttery spreads and butter alternatives with heart-healthy positioning, directly competing with ICBINB in the same functional-benefit segment (lower saturated fat, cholesterol concerns, cardiovascular positioning).

Broad incumbents

• Kerrygold: Kerrygold is a premium Irish butter brand that has gained significant U.S. share in recent years, competing with ICBINB for cooking and baking occasions at a premium price point. Its growth represents part of the broader consumer shift toward natural butter that has pressured ICBINB.
• Flora (plant-based spreads): Flora is a flagship plant-based spread brand also owned by Flora Food Group, serving as the international counterpart to ICBINB. Both brands share formulation philosophy (plant oil-based spreads) but Flora has stronger UK/EU presence, illustrating how Flora Food Group's portfolio cannibalizes or complements by geography.
• Land O'Lakes: Land O'Lakes is a major U.S. dairy cooperative and the dominant butter brand, competing with ICBINB for the spread-on-toast and cooking occasions. As the dairy incumbent, it represents the primary conventional alternative ICBINB is positioned against.
• Becel (Flora Food Group): Becel is a heart-health-positioned margarine brand under Flora Food Group, directly comparable to ICBINB in functional positioning (lower saturated fat, cardiovascular benefit claims) but primarily operating in Canada and Europe rather than the U.S.
• Parkay: Parkay is a long-established margarine brand owned by Bunge, competing in the same shelf-stable margarine/spread category as ICBINB but with mass-market positioning rather than plant-based/functional differentiation.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/icantbelieveits
• YouTubeyoutube.com/channel/UCFZFSJRXBvyYCzd5HiPs61g
• Facebookfacebook.com/icantbelieveitsnotbutterUSA
• Instagraminstagram.com/icantbelieveitsnotbutter
• Pinterestpinterest.com/icbinotbutter

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about I Can't Believe It's Not Butter!