I Can't Believe It's Not Butter!

I Can't Believe It's Not Butter! is a butter substitute produced by Becel/Flora/Promise, which is a subsidiary of Unilever.

The J.H. Filbert company, based in Baltimore, Maryland, invented the product in 1979, and first marketed it in 1981. The company was acquired by Unilever in 1986, who also received the butter-substitute brand for $1. Unilever then expanded its sales of the product, previously only available primarily in the Washington/Baltimore area, throughout the United States in 1988, and later to the United Kingdom and Canada in 1991. The product was put on the market in Germany in 2011 and in Chile in 2012. Advertisements featuring the product often end with the question, "I Can't Believe It's Not Butter, can you?"

In addition to the regular spread, there is also a spray-bottle version.