Marketing Mix Of I Can’t Believe It’s Not Butter and 4Ps (Updated 2025)

The Marketing mix of I Can’t Believe It’s Not Butter analyses the 4Ps of I Can’t Believe It’s Not Butter, including the Product, Price, Place, and Promotions. I Can’t Believe It’s Not Butter is a product of its parent company, Unilever. It is a widespread brand and is associated with the food industry. The product was first developed by J. H. Filbert Company in 1979 and was launched in the consumer market in 1981. It was later acquired by the present owner, Unilever, in 1986. The brand was first available for the United States market and later was exported to other countries. It faces stiff competition from several brands like the following-

• Utterly Butterly from Unigate/Kraft
• Lurpak Spreadable
• Anchor Spreadable Butter

About I Can’t Believe It’s Not Butter

• Type: Spread Food
• Industry: Food
• Founded: 1979
• Founder: Robert E. Eckles
• Headquarters: Downers Grove, Illinois, United States
• Area served: Worldwide
• Key people: David Klein, CEO, and Amy Friedman, Chief Marketing Officer
• Number of employees: Over 2,000

I Can’t Believe It’s Not Butter Product Strategy

I Can’t Believe It’s Not Butter is a lower calorie content substitute to the higher calorie content of Butter and thus has virtually no fat and no cholesterol.

It is healthy, delicious, tastes fantastic, and has half the saturated fat in Butter. The brand has launched several variants of liquid Butter to meet its consumers’ different tastes and requirements. Besides the spread, a substitute of liquid Butter in a spray bottle has also been marketed. It has zero fat and calorie content and includes water and vegetable oil with a delicious butter flavor.

The new Product Mix of I Can’t Believe It’s Not Butter in 2023 is as follows (Source).

1. Original Spread: This classic product mimics the taste and texture of real Butter but is made from a blend of vegetable oils. It’s marketed as a healthier alternative to Butter, lower in saturated fats and cholesterol.
2. Light Spread: A lighter version of the original spread, containing fewer calories and less fat. This product caters to health-conscious consumers looking for a butter substitute that fits into a lower-calorie diet.
3. Olive Oil Spread: This variant is made with olive oil, known for its health benefits, including monounsaturated fats. It’s designed for consumers who prefer the taste of olive oil or are looking for a spread with its healthful properties.
4. Vegan and Plant-Based Spreads: Catering to the growing demand for vegan and plant-based diets, these spreads are made entirely from plant-based ingredients, free from animal products, and are often marketed as being environmentally friendly.
5. Spray and Liquid Variants: These are convenient options for cooking and baking, offering the same flavor as the traditional spreads but in a form that’s easy to use for coating pans, topping vegetables, or adding to recipes.
6. Flavored Spreads: Occasionally, the brand introduces flavored variants, like garlic or herbs, providing additional options for consumers looking to add extra flavor to their cooking and baking.

I Can’t Believe It’s Not Butter Place Strategy

I Can’t Believe It’s Not Butter was initially launched and marketed for the consumer marketplace in the Washington/Baltimore area, and by the year 1988, its reach had spread to most of the places in the United States. Later, the company started exporting its items to overseas markets, and its product became available to markets in Mexico, Canada, and the United Kingdom by 1991.

Unilever launched I Can’t Believe It’s Not Butter in the German market in 2011 and Chile’s consumer market in 2012. Unilever has a strong distribution network for I Can’t Believe It’s Not Butter because it wants to make it available for consumers in every possible market. One can easily purchase discount stores, convenience stores, corner shops, grocery stores, hypermarkets, supermarkets, and corner shops. Here’s its place strategy.

1. Widespread Retail Distribution: “I Can’t Believe It’s Not Butter” products are widely available in supermarkets, grocery stores, and hypermarkets across many countries, ensuring easy accessibility for consumers looking for butter alternatives.
2. Online Grocery and E-commerce Platforms: The brand has expanded its presence to online grocery stores and e-commerce platforms, catering to the growing trend of online shopping and offering convenience for consumers who prefer to shop digitally.
3. Strategic Placement in Stores: The products are strategically placed in the dairy or refrigerated sections of stores, often alongside traditional butter and margarine products, making it easy for consumers to compare and choose.
4. International Market Presence: While predominantly popular in the United States, “I Can’t Believe It’s Not Butter” has extended its reach to international markets, adapting to local tastes and dietary preferences where necessary.
5. Collaborations with Food Service Providers: The brand also partners with food service providers and is used in various restaurants and culinary establishments, further expanding its reach and brand visibility beyond retail.

I Can’t Believe It’s Not Butter Pricing Strategy

I Can’t Believe It’s Not Butter was marketed as a low-cost product that was an alternative to the higher cost of Butter. The company initially decided to use a skimming pricing policy because it was not facing any serious competition.

“I Can’t Believe It’s Not Butter,” a famous butter substitute brand, employs a strategic pricing approach that aligns with its market positioning and consumer expectations. Here’s an overview of the renowned brand and their pricing strategy:

1. Competitive Pricing: The brand typically sets competitive prices with traditional and oButterutter substitutes. This strategy is crucial to attract cost-conscious consumers seeking healthier alternatives to Butter.
2. ValuButterd Pricing: Despite its competitive pricing, “I Can’t Believe It’s Not Butter” emphasizes its value proposition, focusing on health benefits like lower cholesterol and saturated fats and, in some products, the addition of beneficial ingredients like olive oil.
3. Premium Pricing for Specialized Products: The brand may adopt a slightly premium pricing strategy for their specialized products, like plant-based or olive oil spreads. This reflects the added value of these products in terms of health benefits or catering to specific dietary needs like veganism.
4. Promotional and Discount Pricing: The brand often uses promotional pricing strategies, including discounts, coupons, and bundle offers, especially in large retail stores and during critical shopping periods. This helps attract trial purchases and maintain a competitive edge.
5. Adaptation to Regional Pricing: In international markets, “I Can’t Believe It’s Not Butter” adjusts its pricing strategy to reflect local economic conditions, competition, and consumer purchasing power, ensuring relevance and accessibility in different global markets.
6. Responsive Pricing Strategy: The brand remains responsive to market changes, including fluctuations in raw material costs and competitive dynamics, adjusting its prices accordingly to maintain its market position while ensuring profitability.

I Can’t Believe It’s Not Butter Promotion Strategy

I Can’t Believe It’s Not Butter is one of the most popular brands of Unilever and has adopted an aggressive marketing policy for its products. It started its first marketing campaign by creating a bold and intrusive campaign and used spitting images of cows to make its point. This intrusive campaign helped instant brand awareness and recognition in the consumer market.

The brand has targeted the homemaker section as its target customer as she is most conscious about the diet of her household. The company has used an anarchic advertising style and positioned its brand in a daring and novel way. It has used various advertising tools to garner consumer support, like television, newspapers, magazines, hoardings, Twitter, Facebook, and mobile apps.

Some Recent Video ads and Print ads of I Can’t Believe It’s Not Butter are:

Liked this post? Check out the complete series on Marketing Mix