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I Can't Believe It's Not Butter!

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I Can't Believe It's Not Butter! is a butter substitute produced by Becel/Flora/Promise, which is a subsidiary of Unilever. Advertisements featuring the product often end with the question, "I Can't Believe It's Not Butter, can you?"

Peter uses the I Can't Believe It's Not Butter! quote in "8 Simple Rules for Buying My Teenage Daughter".

In "Brian's Play", Brian replaces Peter's I Can't Believe It's Not Butter! with real butter, causing him to go on an insane killing spree that results in the deaths of three children.

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