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.