I Can't Believe it's No Trans Fats

Unilever the big seller of soft margarine spread than anyone else, will reveal plans on Monday to remove all partially hydrogenated oils — artificial trans fats — from its soft-spread brands, including I Can't Believe It's Not Butter and Country Crock.

The battle over battle to renmove trans fats in foods has become increasingly demanded by shoppers.

But some smart marketing by Smart Balance, Unilever's closest rival in soft spreads, challenged Unilever to go lower. So for whatever the reason it will no longer mix in even tiny amounts, which added texture and shelf life.

The new label, for the first time, will read: No hydrogenated oils.