The margarine that’s always tried to be ‘different’ is at it again… Responding to the current trend toward healthier foods – especially when it comes to salt, sugar and fats. Behold! An all-new I Can’t Believe It’s Not Butter for the 21st Century!
Need a refresher?
ICBINB has not been maintaining too high a profile lately. It has a solid core following that keeps its wheels turning. But, with the current trend to healthier foods, it’s made some changes and wants you to know (or remember) what it is, and why it’s got that incredibly long name…
The name (I suspect) was intended to be long and unwieldy as a ‘brand awareness’ cue. But it also plays up the product’s original selling point: It’s always been advertised as tasting just as good as, or better than butter. And just as versatile in the kitchen – as a spread, a cooking fat, a recipe ingred-ient, melted over fresh-steamed veggies, or what have you.
What’s new?
Plenty. Because the ICBINB folks want their message to be heard above the noise.
The first new thing you’ll notice is the overarching presence of ethereal celeb chef Gordon Ramsay. Yes… he’s the face and voice of the new, healthier ICBINB. And if he says it’s okay, it must be okay. Ramsay protects his reputation jealousy and doesn’t enter into endorsements lightly.
But it’s the move to healthier oils that the brand wants you to take special note of.
By the numbers…
The official webpage exults: “Enjoy rich, creamy flavour with I Can’t Believe It’s Not Butter!® Original. This buttery spread makes it easier than ever to enjoy the taste you love with the added benefit of nutrients that you may need in your diet. A one-tablespoon serving provides at least 20% of your daily value of essential Vitamins A, D, E, and B12, along with Omega-3 ALA, an important fatty acid.”
The formulation stands up impressively against standard butter: That 1 Tbsp. serving contains 6 g of total fat (2 g saturated fat), and totals 60 calories. The same serving of butter delivers 11 g of total fat (7 g saturated fat), and totals 100 calories.
Ramsay torture-tested and approved
Ramsay, for his part, insisted on torture-testing the new ICBINB before agreeing to endorse it. Food blogger Reach Guinto says, “[Ramsay only] partnered with the brand after testing the reformulation across real kitchen use cases—scrambled eggs, sauces, sautéing, and baking.”
But Ramsay is all about flavour, too. And his approval can also be taken as agreement that the new ICBINB does, indeed, deliver superior flavour.
My take
ICBINB has had a cult following, especially among humourists and comedians, since it first appeared, 45 years ago. As this unforgettable monologue from The Vicar of Dibly (courtesy of BritBox) attests…
Wikipedia reveals: “The J.H. Filbert company, based in Baltimore, Maryland, US developed the product in 1979 as a low-cost alternative to butter for the food service industry. The name originated from a comment by the husband of a company secretary as he sampled the product, and it was first market-ed to retail consumers in 1981.”
The underlying message in its marketing has, as far as I can tell, always been… “If you must use mar-garine, or you prefer not to use butter, ICBINB is the logical choice”…
~Maggie J.