Unilever U.S. launches transformation of its buttery spreads portfolio; iconic brands debut new recipes made with real, simple ingredients
Company's commitment to sustainability drives transformation from seed to table starting with I Can't Believe Its Not Butter!®
ENGLEWOOD CLIFFS, N.J. (November 3, 2014) - Unilever U.S. is transforming its current buttery spreads portfolio, beginning with I Can't Believe It's Not Butter!®, into new recipes made with real, simple ingredients like a delicious blend of plant-based oils, purified water and a pinch of salt — and no artificial preservatives.
The transformation of the spreads portfolio is part of Unilever's commitment to deliver delicious, balanced foods made from real, simple ingredients that you can recognize, while continuously improving nutritional profiles and advancing sustainable sourcing.
"This is a groundbreaking innovation for Unilever's U.S. Foods division, driven by our mission to deliver great-tasting and sustainable food to America," said Mike Faherty, Vice President, Unilever Foods, North America. "The new I Can't Believe It's Not Butter!® is the start of a complete category transformation that will help us grow the buttery spreads business. It is also consistent with the types of innovation you can continue to expect from our Unilever foods brands."
In addition to the new I Can't Believe It's Not Butter!® products launching November 2014, the transformation will continue across other Unilever buttery spreads brands, including Country Crock®, Brummel & Brown® and Imperial® in 2015.
100% taste. 0% artificial preservatives.
The new I Can't Believe It's Not Butter!® offers delicious fresh butter taste with no artificial preservatives. It is available in Original, Light and Olive Oil varieties, and is the first spread from Unilever in the U.S. to be made with non-GMO sourced ingredients. Like all Unilever buttery spreads, sticks and sprays, the new simple recipes contain 0g trans fat per serving, no cholesterol and no partially hydrogenated vegetable oils.
"The new I Can't Believe It's Not Butter!® products provide a source of good fats – monounsaturated and polyunsaturated fats – similar to those found in avocados, walnuts and almonds, and can be part of an overall healthy, balanced diet," said television personality Joy Bauer, MS, RDN, who is partnering with Unilever buttery spreads as part of a multi-channel program to communicate the nutritional benefits of good fats.
"They're also great in the kitchen. Whether spreading on whole-grain toast, topping corn on the cob, sauteing vegetables or baking fruity muffins, the new I Can't Believe It's Not Butter!® is extremely versatile," Bauer continued.
Supporting sustainable business practices through new simple recipes
At Unilever, the Unilever Sustainable Living Plan (USLP) is our blueprint for sustainable business, spanning our entire portfolio of brands in all countries in which we sell our products. This portfolio transformation is driven by our USLP efforts and brings enhancements to sustainable business principles from seed to table, including:
- A sustainable sourcing strategy, which is reflected in our goal to sustainably source 100% of the soybean oil across our spreads portfolio by 2017. We are also loyal to American farms and farmers, sourcing 100% of our soybeans domestically.
- A newly renovated facility in New Century, Kansas, which currently sends "zero waste" to landfill, with a commitment to be 100% powered by renewable energy by 2020.
- Redesigned packaging, resulting in a new, rectangular shape that is more space-efficient in the refrigerator, dishwasher safe (top rack only), reusable and recyclable where facilities exist. Following the entire portfolio transformation, the redesign will eliminate about 552,000 pounds of plastic from the waste stream per year. This is roughly the weight of Air Force One.
The new I Can't Believe It's Not Butter!® is available in major retailers nationwide for a suggested retail price of $3.09. For more information about the transformation, including recipes, cooking tips and nutrition, visit www.icantbelieveitsnotbutter.com
About Unilever United States, inc.
Unilever is one of the world's leading suppliers of Food, Home and Personal Care products with sales in more than 190 countries. Working to create a better future every day, we help people feel good, look good and get more out of life. In the United States and Canada, the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry's, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Simple, St. Ives, Suave, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemme and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.
Our ambition is to double the size of our business, while reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals, we have defined seven pillars, underpinned by targets encompassing social, environmental and economic areas. See more on the Unilever Sustainable Living Plan at www.unileverusa.com/sustainable-living/ or www.unilever.ca/sustainable-living/ .
Unilever employs approximately 11,500 people across North America – generating more than $10 billion in sales in 2013. For more information, visit www.unileverusa.com or www.unilever.ca .
 The transformation applies to the core spread line and not I Can't Believe It's not Butter!® sticks and sprays.
 We source ingredients that are not genetically modified. However, in the field-to-tub journey of making our spread there is some contact with genetically modified vegetable oils, resulting in a small amount in this product. See our website for more information.
I Can't Believe It's Not Butter!® 45% vegetable oil spread contains 6g fat (2g saturated fat, 0g trans fat) and 60 calories per serving.
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