I can't believe its not gods history

Open main menu*Edit =I Can't Believe It's Not Butter!= I Can't Believe It's Not Butter! is a spread brand[2] [3]  produced by Unilever.[4]
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Contents History Edit The J.H. Filbert company, based in Baltimore, Maryland, developed the product in 1979 as a low cost alternative to butter for the food service industry.[5]  The retail branding has its origin with a comment by the husband of a company secretary when sampling the product, and it was first marketed to retail consumers in 1981.[1] [5]  The company was acquired by Unilever in 1986. Unilever expanded 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, Canada and Mexico in 1991.[6] [7] [8] [9]  The product was put on the market in Germany in 2011 and in Chile in 2012.<sup class="noprint Inline-Template Template-Fact" style="font-variant:inherit;font-stretch:inherit;line-height:1;font-family:inherit;font-size:0.75em;background:none;white-space:nowrap;">[''[https://en.m.wikipedia.org/wiki/Wikipedia:Citation_needed <span style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;" title="This claim needs references to reliable sources. (April 2014)">citation needed ]'']

<span class="mw-headline" id="Varieties" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;vertical-align:middle;background:none;display:table-cell;width:802px;">Varieties <span style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;vertical-align:middle;background:none;display:table-cell;">Edit <p style="margin-top:0.5em;margin-bottom:1em;font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">In addition to a regular and 'light' spread, Unilever also uses the brand name to market a liquid butter substitute contained in a spray-bottle.<sup class="reference" id="cite_ref-NYT-1_10-0" style="font-variant:inherit;font-stretch:inherit;line-height:1;font-family:inherit;font-size:0.75em;background:none;">[10]  This product is an emulsion of vegetable oil in water formulated with a 'hint' of butter flavor (derived from buttermilk) and is marketed as having zero calories and zero fat content.<sup class="reference" id="cite_ref-11" style="font-variant:inherit;font-stretch:inherit;line-height:1;font-family:inherit;font-size:0.75em;background:none;">[11]

<span class="mw-headline" id="Consumer_sales" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;vertical-align:middle;background:none;display:table-cell;width:802px;">Consumer sales <span style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;vertical-align:middle;background:none;display:table-cell;">Edit ===<span class="mw-headline" id="United_States" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;font-size:19.2px;vertical-align:middle;background:none;display:table-cell;width:836px;">United States <span style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;font-size:19.2px;vertical-align:middle;background:none;display:table-cell;">Edit === <p style="margin-top:0.5em;margin-bottom:1em;font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">It was reported in July 2005 (per research from the market research company Information Resources) that the product at that time led in product sales for its category of margarines, butter blends and spreads at $244.7 million USD,<sup class="reference" id="cite_ref-NYT-1_10-1" style="font-variant:inherit;font-stretch:inherit;line-height:1;font-family:inherit;font-size:0.75em;background:none;">[10] summarized from 52 weeks up to July 10, 2005.<sup class="reference" id="cite_ref-NYT-1_10-2" style="font-variant:inherit;font-stretch:inherit;line-height:1;font-family:inherit;font-size:0.75em;background:none;">[10]

<p style="margin-top:0.5em;font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">But by 2012 the situation had changed. It was reported in 2012 by Euromonitor International that while sales of butter and spreadable oil fell, margarine sales increased by 1.1 percent but sales of I Can’t Believe It’s Not Butter fell by 3.9 percent 7 percent of sales at Unilever consists of spreads with a heavy on butter substitutes with the figures indicating that they are in decline.<sup class="reference" id="cite_ref-12" style="font-variant:inherit;font-stretch:inherit;line-height:1;font-family:inherit;font-size:0.75em;background:none;">[12]

<p style="margin-top:0.5em;font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">In 2016, there have been $248.4 million sold of I Can't Believe It's Not Butter and $47.7 million of I Can't Believe It's Not Butter Light. <sup class="reference" id="cite_ref-13" style="font-variant:inherit;font-stretch:inherit;line-height:1;font-family:inherit;font-size:0.75em;background:none;">[13]

<span class="mw-headline" id="See_also" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;vertical-align:middle;background:none;display:table-cell;width:802px;">See also <span style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;vertical-align:middle;background:none;display:table-cell;">Edit *Margarine
 * Stork (margarine) Strapline: Can't tell Stork from Butter! (familiar corruption: Can't tell talk from mutter)

<span class="mw-headline" id="References" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;vertical-align:middle;background:none;display:table-cell;width:802px;">References <span style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;vertical-align:middle;background:none;display:table-cell;">Edit #<span class="mw-cite-backlink" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">^ <sup style="font-variant:inherit;font-stretch:inherit;line-height:1;font-family:inherit;font-size:0.75em;background:none;">a <sup style="font-variant:inherit;font-stretch:inherit;line-height:1;font-family:inherit;font-size:0.75em;background:none;">b  <span class="reference-text" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">Lazarus, George (June 1, 1981). "Filbert can't believe you won't like its new butter blend". Chicago Tribune. ("Filbert has moved into the Syracuse, Albany, and Pittsburgh markets with a one-pound blend called "I Can't Believe It's Not Butter."") <span style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;font-size:14.4px;background:none;color:rgb(85,85,85);">(subscription required) ===<span class="mw-headline" id="Additional_sources" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;font-size:19.2px;vertical-align:middle;background:none;display:table-cell;width:836px;">Additional sources <span style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;font-size:19.2px;vertical-align:middle;background:none;display:table-cell;">Edit ===
 * 1) <span class="mw-cite-backlink" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">^  <span class="reference-text" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">Calvani, Terry. Antiturst Law Journal, 1989, "Advertising Regulation: The States v. FTC. "...a nationally distributed butter substitute, 'I Can't Believe It's Not Butter.'")
 * 2) <span class="mw-cite-backlink" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">^  <span class="reference-text" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">Cerklewski, F.L. Journal of Food Composition and Analysis, 2005, "Calcium fortification of food can add unneeded dietary phosphorus". "...and butter substitute (I Can't Believe It's Not Butter..."
 * 3) <span class="mw-cite-backlink" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">^  <span class="reference-text" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">"Brands for life". Unilever<span class="reference-accessdate" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">. Retrieved <span class="nowrap" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;white-space:nowrap;">April 30,  2012.
 * 4) <span class="mw-cite-backlink" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">^ <sup style="font-variant:inherit;font-stretch:inherit;line-height:1;font-family:inherit;font-size:0.75em;background:none;">a <sup style="font-variant:inherit;font-stretch:inherit;line-height:1;font-family:inherit;font-size:0.75em;background:none;">b  <span class="reference-text" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">"Unilever Corporate History". Unilever<span class="reference-accessdate" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">. Retrieved <span class="nowrap" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;white-space:nowrap;">March 27,  2014.
 * 5) <span class="mw-cite-backlink" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">^  <span class="reference-text" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">Wyman, Carolyn (2004). Better Than Homemade: Amazing Foods That Changed The Way We Eat. Quirk Books. pp.50-52. ISBN 1931686424
 * 6) <span class="mw-cite-backlink" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">^  <span class="reference-text" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">"I can't believe it's not Butter!". Unilever(United Kingdom)<span class="reference-accessdate" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">. Retrieved <span class="nowrap" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;white-space:nowrap;">April 30,  2012.
 * 7) <span class="mw-cite-backlink" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">^  <span class="reference-text" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">"I Can't Believe It's Not Butter". Unilever (Canada)<span class="reference-accessdate" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">. Retrieved <span class="nowrap" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;white-space:nowrap;">April 30,  2012.
 * 8) <span class="mw-cite-backlink" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">^  <span class="reference-text" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">Jones, Geoffrey (2005). Renewing Unilever: Transformation and Tradition. Oxford University Press. pp. 102-03. ISBN 0199269432
 * 9) <span class="mw-cite-backlink" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">^ <sup style="font-variant:inherit;font-stretch:inherit;line-height:1;font-family:inherit;font-size:0.75em;background:none;">a <sup style="font-variant:inherit;font-stretch:inherit;line-height:1;font-family:inherit;font-size:0.75em;background:none;">b <sup style="font-variant:inherit;font-stretch:inherit;line-height:1;font-family:inherit;font-size:0.75em;background:none;">c  <span class="reference-text" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">Elliott, Stuart (July 26, 2005). "I Can't Believe It's Not a TV Ad!". The New York Times<span class="reference-accessdate" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">. Retrieved <span class="nowrap" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;white-space:nowrap;">April 29,  2012.
 * 10) <span class="mw-cite-backlink" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">^  <span class="reference-text" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">Amanda MacMillan. "Better: Butter-substitute sprays". Health Magazine<span class="reference-accessdate" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">. Retrieved <span class="nowrap" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;white-space:nowrap;">April 2,  2014.
 * 11) <span class="mw-cite-backlink" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">^  <span class="reference-text" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">"Margarine : Unilever can't believe it's not selling". Bloomberg. July 31, 2013<span class="reference-accessdate" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">. Retrieved <span class="nowrap" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;white-space:nowrap;">29 July  2016.
 * 12) <span class="mw-cite-backlink" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">^  <span class="reference-text" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">"Sales leading margarine/spreads brands U.S. 2016 | Statistic". Statista<span class="reference-accessdate" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">. Retrieved <span class="nowrap" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;white-space:nowrap;">2016-07-29.
 * (Staff report) (June 16, 2006). "Fabio, Longtime Margarine Champ, Passes Crown to New Spokeshunk". New York Observer<span class="reference-accessdate" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">. Retrieved <span class="nowrap" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;white-space:nowrap;">April 30,  2012.
 * Marikar, Sheila (May 17, 2011). "Kim Cattrall on 'Sex and the City,' Hollywood 'Mania' and 'Having It All<span style="padding-right:0.2em;font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">' ". ABC News<span class="reference-accessdate" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">. Retrieved <span class="nowrap" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;white-space:nowrap;">April 28,  2012.
 * Cerklewski, Florian L. (September 2005). "Calcium fortification of food can add unneeded dietary phosphorus". Volume 18, Issue 6. Journal of Food Composition and Analysis. pp. 595–598<span class="reference-accessdate" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;">. Retrieved <span class="nowrap" style="font-variant:inherit;font-stretch:inherit;line-height:inherit;font-family:inherit;background:none;white-space:nowrap;">April 28,  2012.

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