# Plant-Based Oil Spreads I Can't Believe It's Not Butter! is Available in an 'It's Vegan' Version By Laura McQuarrie | Published 2017-06-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/i-cant-believe-its-not-butter References: [prnewswire](http://www.prnewswire.com/news-releases/believe-it-i-cant-believe-its-not-butter-is-available-in-vegan-and-organic-300479317.html) & [icantbelieveitsnotbutter](http://www.icantbelieveitsnotbutter.com/product/detail/1313458/vegan-spread) 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](https://www.trendhunter.com/trends/veganfriendly-milk-beverage), 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](https://www.trendhunter.com/trends/all-things-butter-spreadable). 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." ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 9% | Activity: 31% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Vegan Spread Options:** The introduction of I Can’t Believe It’s Not Butter! 'It’s Vegan' variety caters to the growing demand for plant-based spreads among vegan consumers. - **Specialty Dietary Products:** The launch of I Can’t Believe It’s Not Butter! 'It’s Organic' variety highlights the industry trend towards organic alternatives and the increasing importance of catering to diverse dietary needs. - **Recipe Sharing Platforms:** The new recipe section on I Can’t Believe It’s Not Butter! website taps into the trend of sharing plant-based recipes, providing innovative ways for customers to use the vegan spread in their meals. ### Who This Affects Most - **Food and Beverage:** The food and beverage industry can capitalize on the growing demand for vegan and organic alternatives by expanding their product offerings and catering to specialty dietary preferences. - **Plant-based Products:** The plant-based products industry has an opportunity to innovate by creating new varieties of spreads and other dairy substitutes that appeal to vegan and health-conscious consumers. - **Online Recipe Platforms:** Online recipe platforms can leverage the trend of specialty dietary and plant-based cooking by featuring and promoting recipes that incorporate vegan spreads and other plant-based ingredients. ## Related on Trend Hunter - [Oil-Based Vegan Butters](https://www.trendhunter.com/trends/organic-buttery-plantbased-spread.md) - [European-Style Plant-Based Butters](https://www.trendhunter.com/trends/plant-butter-spread.md) - [Free-From Plant-Based Food Spreads](https://www.trendhunter.com/trends/flora-spreads.md) - [Realistic Plant-Based Butters](https://www.trendhunter.com/trends/beleaf-plantbetter.md) - [Buttery Plant-Based Spreads](https://www.trendhunter.com/trends/wesson-plant-butters.md) - [Premium Plant-Based Spreads](https://www.trendhunter.com/trends/lurpak-plant-based.md) - [Plant-Based Butter Alternatives](https://www.trendhunter.com/trends/plantbased-butter-alternatives.md) - [Vegan Butter Cooking Channels](https://www.trendhunter.com/trends/the-vegan-butter-channel.md) - [Cultured Plant-Based Butters](https://www.trendhunter.com/trends/future-of-butter.md)