Brice Foods
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Brice Foods was a company based out of Dallas, Texas, and was the parent of the frozen yogurt franchise I Can't Believe It's Yogurt. Brice Foods was sold in 1996 to Yogen Früz of Toronto, Canada, and the founders were no longer involved in the company.[citation needed]
I Can't Believe It's Yogurt was founded in 1977 by Bill and Julie Brice from Dallas, Texas.[1] In 1981, I Can't Believe It's Yogurt sued TCBY, whose company name was originally "This Can't Be Yogurt!". The lawsuit filed by I Can't Believe It's Yogurt forced its competitor to change its name from "This Can't Be Yogurt!" to the backronym for its initials, "The Country's Best Yogurt."[2][unreliable source?]
