Although I Can’t Believe It’s Not Butter! is used by many as a substitute for butter, the classic vegetable oil spread boasts buttermilk as a main ingredient, which has prevented vegan consumers from using it. Now, I Can’t Believe It’s Not Butter! is introducing a non-dairy 'It's Vegan' variety that is plant-based and certified by Vegan Action, catering to consumers with specialty dietary and lifestyle preferences.
For the introducing of its new It's Vegan spread, I Can’t Believe It’s Not Butter! now has a recipe section that shares vegan recipes like black bean soft shell tacos, cream of potato soup and even a creamy breakfast rice pudding.
Alongside its new It's Vegan offering, I Can't Believe It's Not Butter! also introduced an It's Organic variety. As the brand states, "This expansion into organic and vegan alternatives emphasizes the brand's commitment to innovation and inclusiveness for any diet or lifestyle."