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1981

I Can't Believe It's Not Butter!® Original hits store shelves! An event we often describe as “the best thing to happen in the eighties”.

1994

I Can't Believe It's Not Butter!® decides to say it AND spray it by putting pure non-buttery goodness at your fingertips.

2000

To everyone’s relief, Y2K doesn’t turn every tub of I Can't Believe It's Not Butter!® into actual butter.

2011

Aging like a fine not wine, I Can't Believe It's Not Butter!® Original turns 30. Talk about a shelf life!
 

2017

I Can't Believe It's Not Butter!® goes dairy-free, introducing a vegan version. It also gets really into astrology and tarot for a brief period, but we don’t need to get into that.

2018

BestiesI Can't Believe It's Not Butter!® and Country Crock join forces under Upfield. Originally they were going to call their partnership I Country Believe It’s Not Crock, but decided against it since that name makes absolutely no sense.

2019

The American Heart Association certifies the Original tub Heart Healthy, causing I Can't Believe It's Not Butter!® to humblebrag all over the comments of every health blog.

2021

After the mess that was 2020, I Can't Believe It's Not Butter!® finally says what we’ve all been thinking: It’s Not Butter, It’s Better!