I Can't Believe It's Not Butter! vegetable oil spread

I Can't Believe It's Not Butter! is a widely recognized brand of vegetable oil-based spread that was first developed in 1979 by the J.H. Filbert company based in Baltimore, Maryland. It was famously created as a lower-cost, healthier alternative to traditional butter, gaining massive popularity in the 1980s and 1990s due to its catchy name and marketing campaigns.

The manufacturing of the product primarily takes place in the United States and Canada, though sourcing and regional production varies. Over several decades, the brand became a staple in the portfolio of the multinational conglomerate Unilever, which expanded its global presence.

In 2018, Unilever completed the sale of its global spreads business to KKR, a private equity firm, which subsequently formed a dedicated company called Upfield to manage these brands. Today, Upfield is the world’s leading producer of plant-based spreads, overseeing the production and distribution of the brand across multiple international markets.