“I Can’t Believe It’s Not Butter” Goes Vegan

The non-butter spread launches a vegan certified “It’s Vegan” product to appeal to cruelty-free customers.


Unilever brand I Can’t Believe It’s Not Butter introduced a new “It”s Vegan” product this week. The new spread—certified by Vegan Action to ensure that it is free of animal products—is made with a blend of soy and canola oils. “This expansion into organic and vegan alternatives emphasizes the brand’s commitment to innovation and inclusiveness for any diet or lifestyle,” the company’s General Manager Ben Orlando said. Along with the new product launch, the company created eight vegan recipes—including Walnut and Oat Pancakes, Black Bean Soft Shell Tacos, and Cream of Potato Florentine Soup—that can be found alongside nutrition information for the new spread on I Can’t Believe It’s Not Butter’s website. In recent years, Unilever launched several new vegan products across its brands, including a line of Ben & Jerry’s almond milk-based ice cream, two dairy-free Breyers flavors, and a vegan mayonnaise under the Hellmann’s (also known as Best Foods) brand.

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