From Back of Fridge to Front of Mind: TUBZ, the Face of I Can't Believe It's Not Butter!® Debuts Self-Help Book on Reinvention

HACKENSACK, N.J., Sept. 22, 2026 /PRNewswire/ -- In an era when everyone is focused on personal transformation, TUBZ, the face of I Can't Believe It's Not Butter! ^®, is writing his own chapter with his debut self-help book, "Lifting the Lid: The T.U.B.Z. Method for Unlocking Your Full Potential." After decades in refrigerators across America, TUBZ has stepped out from the back of the fridge with a surprise new mission: to help people reinvent themselves. TUBZ has reemerged as America's most unlikely multi-hyphenate: creamy buttery spread, self-help guru, mascot and now published self-help author. Featuring a foreword from legendary brand icon Fabio Lanzoni, and a surprisingly emotional story of rejection, self-reflection and reinvention, leaving readers asking themselves: if a tub can reformulate itself, what's stopping me?

In a world filled with life coaches, podcasts and productivity gurus, TUBZ may be the last self-help author anyone expected. TUBZ chronicles his evolution in [70+] pages of refreshingly earnest yet occasionally unhinged life advice from a refrigeration-aged mascot who spent decades processing abandonment and the emotional consequences of being pushed behind condiments. TUBZ's debut book arrives today on Amazon.com.

Before Lifting the Lid: 
TUBZ spent the '90s at the front of every fridge in America – best friends with Fabio, a fixture on grocery store shelves coast to coast. But after butter's cultural renaissance pushed him towards the back of the fridge, he did some self-reflection and looked honestly at what was inside. Just as I Can't Believe It's Not Butter! reformulated to become nutrient-dense and aligned with how people want to eat today, TUBZ stepped back, learned to love himself by lifting his lid without shame, and emerged ready to share his secrets.

"For a while, I wasn't just forgotten, but nearly invisible," said TUBZ. "Behind the milk carton and that forgotten old jar of capers with the peeling label, I could have stayed back there feeling sorry for myself. But in the dark, I finally stopped asking why nobody was reaching for me and started asking a different question: what if it was something in me? This book is my unfiltered truth, and an invitation for everyone else to share theirs."

And a master of reinvention himself, Fabio welcomed the opportunity to share his own thoughts on TUBZ's book. "Books are how many people first came to know me. I was on the front of more than 400 romance novels. Now I am at the front of my friend TUBZ's book. This is special for me," said Fabio. "When TUBZ asked me to write the foreword, of course I said 'yes'! As his mentor and closest friend, I have been through all of it. The glory days, the hard years, and now the comeback. I stayed. And what a comeback it is."

Inside Lifting the Lid:
TUBZ's new book walks readers through the T.U.B.Z. Method™ (patent rejected; application resubmitted) -- a four-step framework for personal transformation built on a simple belief: everyone is carrying their own tub, full of their own ingredients and potential. TUBZ wants to give the world permission to lift the lid and take a look inside. Inside the pages, readers will find three essential elements:

• A Foreword from a Legend: From one legend to another, the book opens with an inspirational foreword from Fabio – the man who was there from the beginning. It is, by all accounts, exactly what you would hope a Fabio foreword to a butter mascot's self-help book would be.
• Wisdom with Nutritional Value: Lifting the Lid is a true self-help book in every way, offering surprisingly practical advice wrapped in absurdity. TUBZ's exercises make you laugh, then think, then quietly wonder if a tub just taught you something about self-introspection. From climbing inside a refrigerator and closing the door, to setting a daily "Let it Go" alarm, his guidance is delightfully weird; and yet, it's genuinely moving.
• A Brand on the Same Journey: While TUBZ was rebuilding from the inside out, so was I Can't Believe It's Not Butter!, entering its reformulation era with culinary performance and key essential nutrients in every bite. The reformulated I Can't Believe It's Not Butter! spreads and stick products deliver, per tablespoon serving, an excellent source of vitamins A, D, E, and B12, 0mg of cholesterol, plus 10-20 percent of the recommended daily value of Omega-3 ALA, depending on the product – making it easy to lower saturated fats in your everyday meals.

"The truth is, TUBZ took the reformulation personally – and as he worked on himself, I Can't Believe It's Not Butter! evolved too. His story of reinvention felt like the perfect way to celebrate this new chapter for I Can't Believe It's Not Butter! and connect with people in a fun, meaningful way," said Gary Rizzo, Director of Marketing Excellence, Flora Food Group. "TUBZ found his purpose, and we found a delicious, nutrient-dense recipe designed for how people eat today. 'Lifting the Lid' became the perfect, and admittedly unusual, way to tell that story."

TUBZ is back and better than ever, and some might even say he's better than butter. "Lifting the Lid: The T.U.B.Z. Method for Unlocking Your Full Potential" is available on Amazon for $4.60, and you can learn more about TUBZ HERE.

I Can't Believe It's Not Butter! buttery spreads are available at retailers nationwide. For more information, visit icantbelieveitsnotbutter.com and on social via @icantbelieveitsnotbutter Instagram and TikTok.

About Flora Food Group:
Flora Food Group makes culinary essentials for better food. With roots in food dating back to 1871, we provide core ingredients for cooking, baking, spreading, frying, roasting, barbecuing, whipping, and finishing in home and professional kitchens - making meals more delicious, more nutritious, and more sustainable. 

Our portfolio spans multiple categories, including butter, spreads, and blends; cream and creamers; sauces and culinary liquids; and cheese and cream cheese. Our brands include Flora, Becel+ProActiv, BlueBand, Country Crock, I Can't Believe It's Not Butter!, Rama, and Violife, alongside a growing professional business serving chefs and foodservice. We are deeply rooted in local food cultures and hold leading category positions in many of the 100+ countries we serve.

Our brands are supported by world-class R&D, proprietary food technologies, a state-of-the-art Culinary Centre, and full end-to-end capability from sourcing through manufacturing to market. In 2025, Flora Food Group achieved net sales of approximately EUR 3.0 billion and had around 4,600 Flora Foodies worldwide. Learn more at FloraFoodGroup.com.

Media Contacts
Susan Pac, susan.pac@florafg.com
Olivia Strauss, ostrauss@golin.com

SOURCE Flora Food Group