When Gordon Ramsay puts his stamp of approval on an ingredient, people listen. Ahead of the new season of Next Level Chef, I Can’t Believe It’s Not Butter! unveiled its new campaign. Ready to get cooking with this NutriRich product?
Food television and food-centric social media accounts inspire people in and out of the kitchen. From the aspiring cook who picks up their HexClad pan to perfect scrambled eggs to the seasoned chef tweaking their riff on a Beef Wellington, people crave the most delicious food.
As professional chefs appreciate, the best ingredients are the building blocks for a delicious dish. Without that foundation, even the most superb recipe would fall flat.
Gordon Ramsay has built his reputation on impeccable, creative dishes. From its many Michelin starred restaurants across the globe to his social media and production company empire, both food lovers and picky eaters devour everything that he puts on a plate.
More importantly, people are influenced by Ramsay and his recommendations. It is more than longing to be called a “doughnut” or hoping to get your recipe critiqued by the iconic chef. Any product that he endorses instantly goes into people’s shopping baskets.
Ready to Cook with Gordon Ramsay, Next Level Chef and I Can’t Believe It’s Not Butter?
I Can’t Believe It’s Not Butter! just announced a collaboration with Gordon Ramsay, Next Level Chef and Idiot Sandwich. It is time for cooks to believe in this ingredient and discover the superb taste of the spreadable ingredient.
For those unfamiliar with I Can’t Believe It’s Not Butter!, it is spread. The brand’s new recipe is a NutriRich reformulation. Available in three types, Original, Light and Extra Creamy, the variations work in many recipes.
As the brand’s new collaborative partner, Ramsay and his team created “next level” recipes to showcase the product’s flavor and versatility. From a vegetable packed quinoa to a hearty spicy chicken and pasta, cooks want to get into the kitchen and experiment with the ingredient.
According to Ramsay, “I don’t put my name on anything unless I’ve used it myself and know it can perform in a real kitchen. My team and I tested the new I Can’t Believe It’s Not Butter! products for various uses, including in baking, sauces, and my delicious scrambled eggs, and they delivered consistently in flavor and texture. Perfect for home cooks who want great taste.”
Sandwiches, Recipes and More Ramsay Food Inspiration
Through this collaboration, I Can’t Believe It’s Not Butter! is featured on both Ramsay’s YouTube Series, Idiot Sandwich, on FOX’s Next Level Chef. These real moments encourage people to use the ingredient.
For example, Ramsay’s Idiot Sandwich battle might have had Ramsay battle his daughter for family sandwich supremacy, but the real winner is the I Can’t Believe It’s Not Butter! No one would believe a bechamel sauce with that ingredient, but it is possible.
The culinary creativity continues with the Next Level Chef collaboration. As FOX’s Next Level Chef Season 5 debuts on January 29, 2026, I Can’t Believe It’s Not Butter will be featured on the April 9 episode during a contestant challenge. Additionally, it will be featured in Next Level Kitchen on April 9.
These cross-promotional events are vital not only for the food brand but also for the FOX television show. Viewers want to bring the competition into their home kitchens. Fans appreciate using the featured products in their home cooking.
Ready to fall in love with I Can’t Believe It’s Butter! all over again? It is not time flashback to that Fabio-era inspired look, but it will get people to swoon over the deliciousness.
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