Have been using this product forever! My Late Mother introduced our household to it. I didn't think it could top the brand that we were using (Kraft Parkay Margarine) BUT the flavour was so much like butter, that I fooled quite a few people with I Can't Believe It's Not Butter. AND turned them into believers and then they thanked me for introducing them to it! Now, not only have you changed the packaging, but the flavour is not as good and convincing as it was! The ORIGINAL recipe was the best in terms of flavour and being able to use it in place of butter. BUT NOW, NOT ONLY WAS THE AMOUNT DIMINISHED FROM 1 LB OR 2 1/2 LB CONTAINERS, THE FLAVOUR HAS BEEN CHANGED COMPLETELY AND ITS PERFORMANCE IS NOT GOOD EITHER. WHEN USING I CAN'T BELIEVE IT'S NOT BUTTER FOR EGGS OR SAUTEING ONIONS, ETC., IT IS WATERY! So now, I will have to find another product or go back to using butter. WHY? I understand change, but it should have been for the better... Yes?!

I have been using " I can't believe it's not butter " for a couple of years. With this new product the title matches the product. Taste is horrible. Way to soft for tub butter. I'm on a fixed income, not one to throw things away, but 3/4 of the one I'm using and one unopened are on there way to the trash can. You should have left it alone. It was great as it was. Good luck to your future with this new mistake.

[This review was collected as part of a promotion.] I received a free full sized sample of I Can't Believe it's not Butter through Smiley360.com. I can safely say that I find the taste is pleasant enough and I like how easy it spreads across my morning toast. I still prefer the taste of real butter, but this is a decent substitute by far. I will be purchasing more in the future.

[This review was collected as part of a promotion.] I have used The ICBINB before and really liked the taste and how easy it was to spread! I love how there are different choices of the product so your able to get the best one to fit your lifestyle! Thank you for such a great product! * I received this product free in exchange for my unbiased review. I was not compensated for my review and all my opinions are my own . I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: Guides Concerning the Use of Endorsements and Testimonials in Advertising. *

I Can't Believe It's Not Butter just got even better! Wouldn't use anything else and now won't ever use anything else but I Can't Believe It's Not Butter! The no artificial preservatives and being a Non-GMO product makes this even better then it had been. A even healthier product to use with every meal of the day. It's smooth and great tasting. Not did the product just get even more better for you but the new rectangular package makes space in the fridge much better. What more could one ask for a even better product in a even better package!

I Can’t Believe it’s Not Butter The Original tastes so much like the real thing. Easy to use and is spreadable. I mainly use this in or on recipes that do not require cooking or baking. For these recipes I use real butter. I would highly recommend this product...

[This review was collected as part of a promotion.] I received a free product for the purpose of my review and my review is 100% my own. I decided to replace our regular butter with ICBINB when cooking my Christmas dinner and I am so glad I did - everything was delicious! I used ICBINB for my mashed potatoes, sweet potatoes, sauteing my celery and onions for my stuffing and on our rolls. Everyone loved the taste and I felt great knowing that it was healthier for my family. ICBINB has now replaced all other butter products in my home. Thank you!

[This review was collected as part of a promotion.] I was provided with a sample of this product free to try for review. Opinions expressed in this review are 100% my own!** I love this spread! It tastes really good and is a bit healthier than other alternatives. I stopped using my go to brand and switched to this one after trying it and haven't regretted it. I have used this spread in all of my holiday cooking and baking! Great stuff!

As mentioned by other "negative" reviews, the taste is different, very disappointed that it does not melt on hot toast, waffles/pancakes or vegetables. Perhaps the comparison to "Classic Coke" is a good suggestion to consider. Unfortunately, my family will be switching to another product.

In my opinion, this new recipe tastes horrible. I've used the old recipe ICBINB for longer than I can remember. Today I cooked lunch and used the new spread. I gagged with the first bite. I suspected everything from the milk to some of the seasonings to the pan itself. Turned out to be the new ICBINB recipe...which is not even close to the "original". No butter tatste, just tasted like oil. I gave it a second chance and after throwing my lunch in the garbage twice, I realized that it was the spread that belonged in the garbage.