The Original inventor of the fat Free and Non fat Sufar-free frozen yogurt line.

In 1978, long before frozen yogurt became popular, two young college students who happened to be brothers and sister, realized that it was only a matter of time before the rest of the country discovered this healthy, lighter alternative dessert. I Can't Believe It's Yogurt (ICBIY), who was the original inventor of the Fat-Free and Non-Fat Sugar-Free frozen yogurt line, is viewed as a pioneer and leader in the frozen yogurt retail category throughout the U.S. ICBIY was the first frozen yogurt product served on a major airline, overcoming significant technological and logistical barriers. Today, I Can't Believe It's Yogurt has grown to become a leader in the frozen dessert industry worldwide. This unique Brand of rich and creamy frozen yogurt that tastes like ice cream without the fat and fewer calories, is distributed through an international network.

The 'principal product served by I Can't Believe It's Yogurt stores is frozen yogurt which is available in a variety of flavours and comes in soft-serve in various formats. The soft-serve frozen yogurt is served in different versions, including low fat, non-fat and non-fat with no added sugar. They are served with a choice of toppings, both fresh and dry. Locations in the U.S. are concentrated primarily in shopping centers and regional malls as well as other high-traffic locations such as airports and universities. International locations are a mix of street-front, non-traditional locations operating within the premises of other stores, enclosed shopping centers and kiosks. Store sizes range from 14 square feet for mini-program, up to 900 to 1,200 square feet for traditional stores.