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

I Can't Believe It's Not Butter! is a well-known vegetable oil-based spread that was originally developed to provide a buttery flavor without the dairy content of traditional butter. The brand was first created in 1979 by the J.H. Filbert company based in Baltimore, Maryland. It quickly gained popularity in the United States due to its marketing and catchy name, leading to its acquisition by the multinational giant Unilever in 1986.

For decades, the product was a staple of Unilever's food portfolio. However, in a major strategic shift to focus on high-growth segments, Unilever sold its global spreads business in 2018. The brand is now owned and operated by Upfield, which is the world's largest plant-based consumer goods company. Upfield was formed following the acquisition of Unilever’s baking, cooking, and spreads business by the investment firm KKR.

Manufacturing occurs in various locations globally to serve local markets, with major production facilities in the United States and Europe. The brand continues to lead the market by emphasizing plant-based ingredients and lower saturated fat content compared to dairy butter.