I can't believe it!

“I can’t believe it’s not Butter!” is the USA’s second biggest selling spread brand. However, with more consumers moving towards a plant-based, flexitarian lifestyle. ICBINB needed to grow its product offering to meet those demands. The brand needed to change perceptions and elevate its naturalness.

Working directly alongside the ICBINB's US team, we developed a winning route, validated by consumers, that supported the naturalness of its product offering. We also created a new & clear segmentation for the upcoming range, each having a clear proposition to reach a new audience, while retaining their loyal fan-base.

Some of our happy clients

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