I Can’t Believe It’s Not Butter in ‘brick’ launch

Van den Bergh Foods is to launch I Can’t Believe It’s Not Butter in a brick shape – like butter packets – in a move that could spell the end of the company’s block margarine, Krona.

I Can’t Believe It’s Not Butter will continue to be sold in tubs, like its main rival, St Ivel’s Utterly Butterly. The alternative shape will position the brand firmly against butter brands such as Anchor and will also put the St Ivel brick-shaped spread Willow under pressure.

Krona has a tiny share of the market, despite making a huge impact when it was launched in the UK in 1978. It was hailed as the first margarine with a buttery taste. Advertising for the brand has been dormant for two years.

An industry insider says: “This is a clever ploy by Van den Bergh to give a margarine brand a butter-like shape and get more space on the shelf.”

Disposing of under-performing brands is seen as a top priority for Unilever, which is undergoing a far-reaching restructure into regional operating units.

No one at Unilever was available for comment.

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