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.
Products
Tubs
- Regular
- Light
- With Calcium
- Fat Free
Spray
- Original Buttery
- Garlic & Herb Flavored
Squeeze bottle
Stick
- Regular
- Light
