HACKENSACK, N.J., Jan. 14, 2026 I Can't Believe It's Not Butter!® is entering a new era with its reformulated products that are built for modern cooking – offering both culinary performance and certain essential nutrients in every bite.
The new I Can't Believe It's Not Butter! products are creamy and NutriRich™, meaning they deliver an excellent source of Vitamins A, D, E and B12 and, depending on the product, 10-20 percent of the recommended daily value of the essential fatty acid Omega-3 ALA in each tablespoon serving. To mark this evolution, I Can't Believe It's Not Butter! has collaborated with Gordon Ramsay, a world-renowned chef who is known for his expectations of the highest standards in the kitchen, demonstrating that next-level culinary performance and nutrient benefits can be delivered together, without compromise.
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"I don't put my name on anything unless I've used it myself and know it can perform in a real kitchen," said Chef Gordon Ramsay. "My team and I tested the new I Can't Believe It's Not Butter! products for various uses, including in baking, sauces, and my delicious scrambled eggs, and they delivered consistently in flavor and texture. Perfect for home cooks who want great taste."
WHY IT'S NEXT LEVEL BETTER
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Certain essential nutrients with no compromise: In each one tablespoon serving, the NutriRich™ formulas deliver 20 percent of the recommended daily value of Vitamins A, D, E and B12 and, depending on the product, at least 10-20 percent of the recommended daily value of the essential fatty acid Omega-3 ALA
"This brand has always stood for challenging expectations," said Olga Osminkina-Jones, Group Chief Marketing Officer at Flora Food Group. "With our NutriRich™ reformulation and Gordon Ramsay's endorsement, we're proving that everyday cooking can meet next-level culinary standards without asking people to compromise on taste or nutrition."
I Can't Believe It's Not Butter!'s complete NutriRich™ product lineup includes:
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Original: Creamy, buttery taste with 70 percent less saturated fat than dairy butter* and an excellent source of Vitamins A, D, E, and B12 and Omega-3 ALA. Available in various sized tubs at retailers nationwide.
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Light: Is an excellent source of Vitamins A, D, E, and B12 and a good source of Omega-3 ALA with 80 percent less saturated fat and 65 percent fewer calories than dairy butter.** Available in various sized tubs at retailers nationwide.
I Can't Believe It's Not Butter! will be featured in a new television commercial and integrated into three features within Gordon Ramsay's iconic culinary universe across digital platforms and broadcasting on FOX.
Through the Gordon Ramsay collaboration and brand-led social and digital activations, I Can't Believe It's Not Butter! will showcase next-level cooking in real kitchens, one dish at a time. For more information and to explore Gordon Ramsay-curated signature recipes using I Can't Believe It's Not Butter!'sNutriRich™ products, visit https://www.icantbelieveitsnotbutter.com.
* Per 1 tablespoon serving: I Can't Believe it's Not Butter!® Original spread contains 6g total fat (2g saturated fat), 60 calories; Dairy Butter: 11g total fat (7g saturated fat), 100 calories. Nutritional values of dairy butter from U.S. Department of Agriculture, Agricultural Research Service. FoodData Central, 2019, available at not-butter.com/dairybutter.
** Per 1 tablespoon serving: I Can't Believe it's Not Butter!® Light spread: 4g total fat (1g saturated fat), 35 calories; Dairy Butter: 11g total fat (7g saturated fat), 100 calories. Nutritional values of dairy butter from U.S. Department of Agriculture, Agricultural Research Service. Food Data Central, 2019, available at not-butter.com/dairybutter.
About Flora Food Group:
Flora Food Group makes culinary essentials for better food. With roots in food dating back to 1871, we provide core ingredients for cooking, baking, spreading, frying, roasting, barbecuing, whipping, and finishing in home and professional kitchens - making meals more delicious, more nutritious, and more sustainable.
Our portfolio spans multiple categories, including butter, spreads, and blends; cream and creamers; sauces and culinary liquids; and cheese and cream cheese. Our brands include Flora, Becel+ProActiv, BlueBand, Country Crock, I Can't Believe It's Not Butter, Rama, Elmlea and Violife, alongside strong local brands and a growing Professional business serving chefs and foodservice. We are deeply rooted in local food cultures and hold leading category positions in many of the 100+ countries we serve.
Our brands are supported by world-class R&D, proprietary food technologies, a state-of-the-art Culinary Centre, and full end-to-end capability from sourcing through manufacturing to market. In 2025, Flora Food Group achieved net sales of approximately EUR 3.0 billion and had around 4,600 Flora Foodies worldwide.
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