ICBINB History

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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”.


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


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


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


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.


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.


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.


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!


I Can't Believe It's Not Butter!® spreads itself into streaming with the launch of "The Butter Compartment", a series that is melt-in-your-mouth delicious, on Notflix.