I Can't Believe It's Yogurt! is a chain of stores that serves soft-serve frozen yogurt products in the United States. The company has franchised and company-owned stores and non-traditional partnerships for licensing its products.
History
I Can't Believe It's Yogurt! was founded in 1977 by Bill and Julie Brice from Dallas, Texas.[1] Later, it was owned under parent company Brice Foods. In 1984, it sued TCBY, whose company name was originally "This Can't Be Yogurt!". The lawsuit forced TCBY to change its name to "The Country's Best Yogurt!".[2]
I Can't Believe It's Yogurt! was acquired by Yogen Früz[3] in 1996.