Gordon Ramsay’s “I Can’t Believe It’s Not Butter” Goes GLP-1 Era
Gordon Ramsay Teams Up with I Can’t Believe It’s Not Butter
Gordon Ramsay, the famously critical chef known for shows like Kitchen Nightmares and Hell’s Kitchen, is partnering with I Can’t Believe It’s Not Butter (ICBINB) to relaunch the brand with its biggest product update in decades.
The move comes as sales of the Flora-owned spread have declined over the past 10 years, with consumers increasingly favoring butter and plant-based alternatives. ICBINB is now aiming to attract health-conscious foodies, and specifically, the growing number of Americans using GLP-1 appetite suppressant drugs – currently around 12% of the population – who are seeking nutrient-dense food options.
According to Flora Food Group CMO Olga Osminkina Jones, the new ICBINB formula addresses the “tension between taste and health” with a creamier texture ideal for cooking. It’s also fortified with vitamins A,D,E,B12,and Omega‑3s,and contains 80% less saturated fat per serving than dairy butter.
ICBINB has a history of memorable advertising, including iconic campaigns featuring Fabio in the 90s and a collaboration with Ozzy Osbourne in the 2000s. Osminkina Jones said she sought an ambassador for the 2026 revival who coudl recapture that cultural impact.
“We also needed someone highly discerning and with a lot of credibility in the culinary space, so that, combined with his personality and edgy humor… pointed at gordon right away,” she explained.
Ramsay reportedly sampled the product and was eager about the partnership. “Gordon doesn’t support products he doesn’t believe in,” Osminkina Jones added.
You can read more about the GLP-1 trend here and about ICBINB’s previous advertising successes here and here.