Unilever has produced special 400g packs of I Can’t Believe It’s Not Butter for Asda in a bid to help the retailer meet its EDLP strategy.

500g tubs of I Can’t Believe It’s Not Butter and I Can’t Believe It’s Not Butter Light, priced at £1.24, were delisted from Asda on 6 January [BrandView.co.uk]. They were replaced with 400g products in stores from 12 January, priced at £1.

Shoppers will get marginally less for their money - 4g per penny as opposed to 4.03g before.

Topics