Kim Cattrall and Alex Guarnaschelli Can’t Believe It’s Not Butter!

Photo: Melissa Hom, I Can't Believe It's Not Butter

We’ve seen weirder endorsements (Jennie Garth for Hidden Valley Ranch, Bobby Flay and Lori Loughlin for Hellmann’s) but yeah, Kim Cattrall is following in Fabio’s footsteps and is the new spokesperson for I Can’t Believe It’s Not Butter!, per a press release that promises buttery double entendres when TV ads begin airing in March. But the real surprise: Alex Guarnaschelli of, yes, Butter has coughed up recipes for I Can’t Believe It’s Not Butter! biscuits and more, and is singing the spread’s praises on Babble’s Family Kitchen blog, though she warns, “It’s not butter. It can’t just be used in place of butter for all your recipes.” Really? It’s not butter? We can’t believe it! So, is this as wrong as Tom Colicchio shilling for Diet Coke? And how long before vegetable-oil spread is one of the secret ingredients on Chopped?