For 'butter it's not,' did the company use Yoda as its spokesperson? :)

When I was in the US, I was amazed to actually see butter somewhere. Considering that butter is the only thing Germans ever eat (except for my most recent ex, Gregor, who only eats yoghurt margarine.. and, oh wait, my flatmate who always eats some other spread), I really missed it in the US and couldn't believe it when somebody actually had butter somewhere. "No Butter" might be a good name for it though. I hate "I can't believe it's not butter", I hate its taste and I hate the fact that they claim in the name that it's even remotely similar to butter. Nothing's further from the truth. Those liars.

they missed the mark with 'is it really butter?'

“I Can't Believe It's Not Butter” was the original butter-tasting (allegedly) non-butter in Britain. I don't think we even have the others.

“Is it really butter?” sounds like the opposite to what they mean. It makes me imagine someone trying to scam someone else into thinking they are getting butter when it blatently isn't.

I've not used butter, margarine or any such greasy sandwich additive since I was about fifteen. I just decided one day it was disgusting and never touched it again. I do like a bit of cream cheese, however… as a sandwich/toast topping in its own right, not as a replacement for butter.

artificially cheese-flavoured aerosel food product.

(it != butter)

no? no? oh, well.

what about, "Better than Butter" like all of those other vegan products, like "Better than Cream Cheese" hehe (=

Dude, don't even get me going on this subject. Seriously.

I'll swoop a floppy the next time I'm doing PLU maintenance and copy our butter/spreads lists past and present for you.

This wasn't one of your choices, but how about "Polyunsaturated-fat-laden-hydroginated-vegetable-oil-that's-worse-for-your-health-than-the-real-stuff-and-doesn't-taste-as-good"?

Please tell me that you purchased real butter.

I can not tell you that.

The store brand of margarine at the big chian of stores here is called "Too Good To Be Butter". I have a feeling they're stretching a bit, though.

Or, as UK comedy show "The Mary Whitehouse Experience" had it:

Recently a margerine spread was launched under the name "I can't believe it's not butter." The butter industry wouldn't allow it to be shown on television and the subsequent publicity made it enormously successful. So successful in fact that other companies are using the same idea, with the launch of products like: [We cut to example tins of the products as (s)he names them] "Surely these are pineapple chunks", "Oh, but these must be gravy granules aren't they?", and "Bollocks! This is custard powder and I'll deck anyone who says it isn't!"

(entire script)

Heh.