I Can't Believe It's Not Butter falls victim to its own name

Margarine's fortunes seem to be taking another sad turn, with the owner of I Can't Believe It's Not Butter looking for someone to take the brand off its hands.
Unilever wants out of the substitute butter business because of soft sales.

Margarine enjoyed popularity for decades before research emerged in the 1990s about the harms of the trans fats.

Many manufacturers have since reformulated their spreads sold in tubs to remove trans fats, but the bad health associations have persisted.

Meantime, butter has benefited from the trend toward ``real'' foods.