The brand’s fame exploded in the 1990s through its marketing, which leaned heavily into romance-novel aesthetics.

: In 2026, the brand launched a "NutriRich" formula, adding Vitamins A, D, E, and B12, along with Omega-3 ALA.

: Early versions used hydrogenated oils, but as concerns over trans fats grew, the formula was updated to remove them.

The product has changed significantly since its 1981 debut to keep up with health trends:

: Model Fabio Lanzoni became the face of the brand in 1994, appearing in dramatic commercials where his only line was often the brand's name.

: The name is so distinct that it has spawned endless parodies, from "I Can't Believe It's Pot Butter" to "I Can't Believe It's Not Ketchup". 🔬 Evolution of the Recipe

: This spread contains less than 80% fat, officially classifying it as a vegetable oil spread . It is made primarily from water, soybean oil, and palm oil. 🎬 The "Fabio" Era and Pop Culture

: To be labeled "margarine" in the U.S., a product must contain at least 80% fat .