I Can’t Believe It’s Not Butter! is a butter substitute.
The J.H. Filbert company, from Baltimore, Maryland (USA), invented the product in 1979, and marketed it in 1981. Advertisements featuring the product often end with the question, “I Can’t Believe It’s Not Butter, can you?”
What better way to describe this product, without actually (legally) describing it. We love it!
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