When it comes to product labeling, the award for first place goes to Unilever for a product they dubbed, “I Can’t Believe It’s Not Butter!” It isn’t; and to be truthful I’m not quite sure what it is. You know; it’s the white and yellow tub that sits on the margarine shelf in the supermarket; the one that is periodically put on sale for $1.It was the name of the product that induced me to try it and I have to admit that it’s the taste that keeps me using it. Although when I read the ingredients I can’t fully understand why I keep eating it.The package boldly proclaims “Made with Sweet Cream Buttermilk” but on the ingredient list, in tiny letters, says, “Buttermilk powder (milk)”. Product labeling regulations in both Canada and United States require ingredients on package labels to be listed in the order of their quantity from largest to smallest. They don’t have to give the quantities (ie. reveal their recipe) but they must provide you with the ingredients. In this product, buttermilk comes after salt so you can infer from this that the entire one pound (454 gram) tub of margarine contains less “sweet cream buttermilk”; err sorry, “buttermilk powder” than it does salt.What happened to the “sweet cream buttermilk”? In fact there is no milk at all. On the original package they did discretely mention, in small letters, that it was “margarine”, sort of in a whisper. Now it has become a “SPREAD” although they call it a “buttery spread” (whatever that means). It should be re-named; “Can’t Believe It’s Not Butter or Even Margarine Spread!” Wikipedia tells us that the product was developed in 1979 by the J.H. Filbert Company based in Baltimore Maryland before it was bought out by Unilever. Unilever is a multinational corporation. It owns more than 400 brands. They brought “almost butter” to Canada back in 1991.I love their commercial. A handsomely masculine bearded guy kneading dough at an outdoor market smiles and says to a couple of attractive women, “I love making the kind of food you really love putting in your body” 100% taste, 0% artificial preservatives, purified water (just like it comes out of your tap), “just a pinch of salt”. Oops…that pinch of salt is actually 90 milligrams per tablespoon, which is much more than the pinch in the Canadian product which contains 60 mg. of salt per two teaspoons.If the Canadian teaspoons are metric teaspoons and the tablespoon is a U.S. tablespoon the salt content will be even higher, 133 mg, that’s more than double! I telephoned the company to ask but the consumer representative didn’t know.Oh by the way, the fine print on their web site candidly confesses to unavoidably using some genetically modified oils (just a trace) but not to worry; there may even be less than the “sweet cream buttermilk” in their Canadian Product. Sorry but the healthier version hasn’t come to Canada yet. As their website proclaims, “Now that’s something you can feel good about.”The “can’t believe” website boldly avers: “We believe that what we take out is just as important as what we put into our buttery spreads”.Their commercial ends with, “It’s time to believe.”But is it?