I Can't Believe It's Not Butter! Reformulates with 'NutriRich' Platform; Secures Gordon Ramsay Endorsement

Flora Food Group’s heritage spread brand, I Can't Believe It's Not Butter!, has announced a comprehensive product reformulation and strategic repositioning. The brand is entering a "new era" defined by its proprietary NutriRich™ platform, designed to offer chef-grade culinary performance alongside enhanced nutritional density.

To validate this shift towards premium functionality, the brand has secured a high-profile endorsement from world-renowned chef Gordon Ramsay, aiming to prove that the reformulated spread can meet the rigorous standards of professional kitchens.

Product Innovation: The 'NutriRich' Standard

The reformulation is engineered to deliver a dual-benefit proposition: creaminess for cooking applications (sautéing, baking, sauces) and fortification for health-conscious consumers.

Nutritional Specifications (Per Tablespoon):

Vitamin Fortification: An excellent source of Vitamins A, D, E, and B12 (delivering 20% of the recommended daily value).
Essential Fatty Acids: Provides 10–20% of the recommended daily value of Omega-3 ALA.
Fat Profile:
- Original: 70% less saturated fat than dairy butter.
- Light: 80% less saturated fat and 65% fewer calories than dairy butter.

Strategic Partnership: 'Next Level Better'

The collaboration with Gordon Ramsay serves as a critical credibility play. Ramsay, known for his exacting culinary standards, tested the product across various applications—from baking to his signature scrambled eggs—before lending his name to the campaign.

Gordon Ramsay commented on the validation process:

"I don't put my name on anything unless I've used it myself and know it can perform in a real kitchen. My team and I tested the new I Can't Believe It's Not Butter! products... and they delivered consistently in flavor and texture. Perfect for home cooks who want great taste."

As part of the partnership, Ramsay has curated four "Next Level Better" recipes to demonstrate versatility, including Korean Style Grilled Corn Ribs and Stunning Protein Scrambled Eggs.

Marketing Activation and Media Integration

The campaign extends beyond traditional endorsements into deep media integration across Ramsay’s television and digital properties on FOX and YouTube.

Idiot Sandwich: Contestants on the hit YouTube show will compete using the product.
FOX Network: The brand will be featured on Next Level Chef and its digital companion series, Next Level Kitchen.

Olga Osminkina-Jones, Group Chief Marketing Officer at Flora Food Group, stated: "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."

Commercial Lineup

The refreshed portfolio includes:

Original & Light: Available now at retailers nationwide.
Extra Creamy: A premium blend crafted with 8% fresh cream for ultra-smooth texture, coming soon in tub and stick formats.