I Can’t Believe It’s Not Butter

How ethical is I Can’t Believe It’s Not Butter?

I Can’t Believe It’s Not Butter is a brand of spread owned by Upfield (KKR & Co Inc.) which has a below-benchmark score on The Good Shopping Guide’s Ethical Butter, Margarine & Spreads Ratings Table. Although I Can’t Believe It’s Not Butter has not yet met our ethical benchmark, we hope to see the brand make progress in the future.

We would have extra confidence in I Can’t Believe It’s Not Butter if it submitted itself to apply for Ethical Accreditation, whereby The Good Shopping Guide would make further detailed assessment and recommendations for ethical improvement.

Find out more about the ethical issues facing the Butter, Margarine & Spreads sector.

What does I Can’t Believe It’s Not Butter do?

I Can’t Believe It’s Not Butter is a brand of spread designed to taste like butter but with less saturated fat and fewer calories.

In which areas does I Can’t Believe It’s Not Butter perform poorly?

I Can’t Believe It’s Not Butter was marked down under our criteria for Organic due to a lack of certification. It also received a bottom rating for GMOs as the brand’s parent company, KKR & Co Inc., co-led a round of funding for Replay, a genome writing company.

KKR & Co invests in several oil and gas companies so I Can’t Believe It’s Not Butter is given a bottom rating for Fossil Fuels. It also gets a poor rating for Animal Welfare as one of its sister brands (Wella) tests on animals when required by law.

As its parent company is involved with the supply of robotics within the defence industry, I Can’t Believe It’s Not Butter gets a middle rating for Armaments. Find out more about how we rate by exploring our ethical criteria.

Past Criticisms of I Can’t Believe It’s Not Butter’s record

In 2022, I Can’t Believe It’s Not Butter’s parent company KKR & Co Inc. was given a score of 0.5/100 by The Financial System Benchmark, which ranks financial institutions according to measurement areas including the environment, climate, biodiversity and human rights.

Previously, KKR & Co faced allegations of harming indigenous communities in Canada and Colorado, and invested in fossil fuel companies in areas of South Texas and New Mexico where local communities are exposed to polluted air and water.

In which areas does I Can’t Believe It’s Not Butter score well for its ethics?

We found no public record criticisms of I Can’t Believe It’s Not Butter relating to Nuclear, so it scores well for this criterion.

Upfield has a ‘Better Planet’ page containing good targets for packaging, carbon emissions and responsible sourcing, so I Can’t Believe It’s Not Butter gets a good score for its Environmental Report.

How can Bertolli improve its ethical rating?

The below-benchmark score that I Can’t Believe It’s Not Butter is awarded with on The Good Shopping Guide’s Ethical Butter, Margarine & Spreads Ratings Table is the result of an evaluation of multiple ethical criteria.

To reach our minimum ethical benchmark and qualify for Ethical Accreditation, I Can’t Believe It’s Not Butter has many issues to resolve, including its use of GMO ingredients and lack of Organic certification, investment in Fossil Fuels and involvement in Animal Testing. If it applies for Ethical Accreditation, The Good Shopping Guide will be able to give I Can’t Believe It’s Not Butter some guidance to improve on these areas.

Were you aware that your brand could benefit from Ethical Accreditation? Brands accredited by The Good Shopping Guide can display our ethical mark, showcasing to consumers that it is an ethical and sustainable brand.

If you’re interested in learning more about how to attain Ethical Accreditation, please contact us or complete a Free Initial Assessment form.