I can't believe it's not Butter

The initial idea for the branding of 'I can't believe it's not butter' began with a comment by the husband of a company secretary when sampling the product. 

Over the past twenty years, advertising campaigns that have featured the likes of Ozzy Osbourne and Fabio from Mills & Boon - have played an important part in establishing "I can't believe it's not Butter" as the definitive impersonator of butter. The brand has marketed itself as a convenient alternative to normal butter by being easy to spread and having a self proclaimed ''amazingly buttery taste.'' 


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