The company has franchised and company-owned stores and non-traditional partnerships for licensing its products.

was founded in 1977 by Bill and Julie Brice from Dallas, Texas.

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!".

In 1991, four young girls were murdered and raped in an I Can't Believe It's Yogurt!