Flora Food Group is extending I Can’t Believe It’s Not Butter! into publishing, using TUBZ’s fictional reinvention story to refresh the brand’s cultural profile.
Flora Food Group has turned TUBZ, the mascot associated with I Can’t Believe It’s Not Butter!, into the author of “Lifting the Lid: The T.U.B.Z. Method for Unlocking Your Full Potential”. The book presents the character as a self-help guide shaped by years spent at the back of the refrigerator, and is available through Amazon for $4.60. The move gives a familiar grocery mascot a role beyond packaging and advertising while connecting the brand to a broader story about personal reinvention.
The project is built around TUBZ’s fictional account of moving from cultural visibility to neglect and then reassessing his place in consumers’ lives. According to Flora Food Group, the book runs to more than 70 pages and combines practical advice with deliberately absurd exercises, including a suggestion to sit inside a refrigerator and close the door. The framing places a food brand character in the same conversational space as life coaches, podcasts and productivity authors, without presenting the book as a conventional business or wellness publication.
“Lifting the Lid” includes a foreword from Fabio Lanzoni, the model and brand figure associated with the product’s earlier advertising. Its central device is the T.U.B.Z. Method, described as a four-step framework for personal transformation based on the idea that every person carries a container filled with individual ingredients and potential. The book also includes exercises such as setting a daily “Let it Go” alarm, extending the campaign’s refrigerator imagery into a wider set of self-reflection prompts.
The publishing project also mirrors changes to the product itself. Flora Food Group links TUBZ’s fictional self-reassessment to the reformulation of I Can’t Believe It’s Not Butter!, whose spreads and sticks are described as providing vitamins A, D, E and B12, no cholesterol, and between 10 and 20 per cent of the recommended daily value of omega-3 ALA per tablespoon, depending on the product. The company presents the book as a way to express that product evolution through a character-led narrative rather than through nutritional information alone.
For Flora Food Group, the initiative shows how a consumer brand can use an established mascot as a flexible storytelling asset, moving from product recognition into entertainment and publishing. The company’s marketing team describes TUBZ’s story as a way to celebrate a new chapter for I Can’t Believe It’s Not Butter! while giving audiences a more playful route into the brand’s reformulation message. Whether the book becomes a lasting extension of the character remains open, but its format gives the brand another means of occupying attention beyond the supermarket shelf.
