I Can't Believe It's Not Butter®

I Can’t Believe It’s Not Butter!® provides you with outrageously great taste with less saturated fat and no trans fat*.

Commitment to a nutritious lifestyle

I Can’t Believe It’s Not Butter!® gives you the fresh butter taste you love with 70% less saturated fat than butter and absolutely no hydrogenated oils, so there is no trans fat per serving*. Additionally, with no cholesterol and being an excellent source of Omega 3 ALA**, you get the best of both worlds: butter taste the healthier way!***

I Can’t Believe It’s Not Butter!® recognizes the need to further reduce trans fats in the American diet, while maintaining lower levels of saturated fat than butter and many other soft spreads on the market. Therefore, in an effort to continuously improve the nutritional profile of our products, we have reformulated I Can’t Believe It’s Not
Butter!® soft spreads by removing hydrogenated oils and eliminating artificial trans fats, while ensuring that the saturated fat content of the spreads remains as low as possible (2 grams or less per serving).

We know reading nutrition labels can be confusing. We made it easier! Just turn the tub around and compare the benefits of I Can’t Believe It’s Not Butter!® to butter.

Commitment to taste - for 30 years

I Can’t Believe It’s Not Butter!® is made with a blend of oils, such as soybean and canola oils, for a great butter taste that’s naturally cholesterol free. The premium taste and quality of I Can’t Believe It’s Not Butter!® has been ensured through our high standards and rigorous manufacturing processes. It’s a level of quality you’ll notice in every savory bite!

Spread the facts

It is an urban myth that margarine and soft spreads are one molecule away from being plastic. Some soft spreads contain among other oils a blend of nutritious vegetable oils such as canola, soybean, corn, sunflower and/or olive oil.
Butter is not more nutritious than soft spreads. In fact, butter is higher in saturated fat and cholesterol than soft spreads; therefore, soft spreads are a better nutrition choice than butter.
Margarine and soft spreads are similar, yet not the same. In general, soft or tub spreads are a better nutrition option than margarine because they are lower in fat, trans fat and saturated fat.
Experts agree that you should limit BOTH saturated fat and trans fat in the diet because both can increase risk of heart disease.

History – the secretary’s husband was onto something big!!!

I Can’t Believe It’s Not Butter!® was initially developed in 1979 by J.H. Filbert Inc. as a lower cost alternative to butter for the food service industry. The name "I Can’t Believe It’s Not Butter!®" was coined by the secretary’s husband after trying a product sample. J.H. Filbert Inc. was subsequently purchased by Lever in 1986, thus allowing I Can't Believe It's Not Butter!® to join today's Unilever family of margarine/spreads products.

The brand has grown substantially since the early days through strong innovations and excellent communication. Today, I Can’t Believe It’s Not Butter!® is the second largest margarine/spreads brand in the US with annual retail sales in excess of $300 million dollars.

* Contains 8g fat (2g saturated fat) per serving.
** 58% vegetable oil spread contains 420mg of Omega 3-ALA per serving; 32% of the Daily Value of ALA (1300 mg).
***Healthier when compared to butter.