The I Can't Believe It's Not Butter Brand Mascot Has Released a Self-Help Book

"I Can't Believe It's Not Butter was one of the leading brands and remained huge into the early 2000s, and then it went through this decline when butter went back up and margarine didn't," White explained.

In 2017, private equity firm KKR bought the brand as part of Unilever's spreads division — a deal valued at €6.8 billion (slightly over $8 billion). The brand now belongs to Flora Food Group. Earlier this year, it received a refresh: chef Gordon Ramsay put his name on the product, saying it is "consistently good in taste and texture" and "perfect for home cooks who want great flavor."

The product also underwent a new recipe update: it is now enriched with vitamins A, D, E and B12, as well as omega-3 ALA. The brand's website explicitly positions it as an option for consumers taking GLP-1 medications: the product "helps replenish nutrients that may be lacking in the diet due to reduced food intake."

"With the significant rise of GLP-1, vitamins have become an even more common dietary requirement — the brand can play on that," said retail analyst Bruce Winder. "Either way, the brand is tapping into the concept of renewal and rebirth, which resonates with many consumer groups."

"At a basic level, it's a story of progress that resonates with everyone," said Gary Rizzo, head of marketing at Flora Food Group.

A separate marketing trump card is the foreword, written by Fabio, the model whose name and face were literally synonymous with the brand in the 1990s. He called his years as ambassador "an unforgettable part of my career" and endorsed the newly minted author: "This book is about change, self-confidence, and believing in yourself."

Rizzo noted that long before Tubz, the brand effectively already had a mascot. "It was Fabio," he said. He added that the brand has always been known for its quirky humor — and a book release from a plastic tub of spread fits squarely into that tradition.

Advertising mascots have long worked as a marketing tool: the first was the Quaker Oats Man in 1877. Since then, Mr. Peanut, Kool-Aid Man, Flo from Progressive, and Jake from State Farm have successfully exploited the idea. I Can't Believe It's Not Butter is taking the next step — turning a mascot into a literary author.