Ever since this wonderful product hit the shelves, we have used it. It adds richness, depth of flavor, and creaminess to recipes. When used as a spread, it enhances the bread/roll, as well as the fruit jam or honey. Love, love, love I Can't Believe It's Not Butter!

Sadly, I agree with most of the other unfavorable reviews. This new version tastes terrible, does not MELT, tastes more like oil and plastic & don't like the new container. I too, am on the search for a new staple or I'll go back to butter. The old version of ICBINB actually tasted like butter and it melted. You had a great product, now you don't. I appreciate your efforts to improve the product, no GMO's etc, but this clearly fails the taste test as indicated by the reviews here. It's an added insult that it costs more for a smaller size.

i have been using this product almost since the first day it came out and use it for everything except fine baking. obviously i am a big fan. the new recipe seems a little saltier and a little oiler than the original original but i am still a big fan

[This review was collected as part of a promotion.] my family really enjoyed this we so not each much butter so it lasted a long time it was very tasty and worked well in a frying pay for example to fry eggs i was impressed we got this free for review from smiley 360

I have loved I Can't Believe it's not butter. Recently, I purchased some and have been wondering what it wrong with it. It's not out of date., It's in the rectangular tubs, because I couldn't find the round ones. It tastes awful. I'm wondering what happened.

I can't believe it's not Butter has always been my favorite margarine, my brothers, parents and I used it on almost everything. In fact, we preferred the taste of it to real butter! Unfortunately, we will not be using it anymore. The new recipe tastes very bad, I might even say disgusting. It doesn't resemble the old recipe whatsoever. We have switched to Country Crock, and even though it doesn't compare to the old I can't believe it's not Butter, it is still levels above the new I can't believe it's not Butter. The taste is just so bad we can't use it. I wish you would change it back to the old recipe, or at least sell the old recipe in addition to the new one. I am extremely disappointed.

[This review was collected as part of a promotion.] Our family tried I Can’t Believe It’s Not Butter! ® - Original Spread. I was, honestly, not overly impressed. My family, however, loved it! I served it with pancakes and they asked what kind it was. Said it was super yummy!!! If it passes the kids and family test, I guess it passes!

[This review was collected as part of a promotion.] I have always been adamant about purchasing "fake" butter products, but when I was offered a chance to try the new ICBINB simple recipe for free, I gladly said yes! I'm always open to trying new things, and I'm glad I did! I tried ICBINB on a few items, and was very impressed! The taste was smooth, creamy, and delicious! Very similar to the real butter I normally purchase at home! I also used it when cooking vegetables, and it was really good! ICBINB has honestly changed my perception on butter spreads! I will definitely be purchasing this in the future! Thank you for making a product with ingredients I can read and understand!

[This review was collected as part of a promotion.] Tub butter is a daily staple in my house. From eggs and grilled cheese to toast and English muffins, this I can't believe it's not butter is amazing. I received a free sample but I'll definitely be replacing my old tub butter with this!

I received a complimentary sample product. Thanks for choosing me. This new version is good for cooking but not as a spread. It used to taste like salted butter, NOT any more. I'm disappointed with the flavor. I CAN believe is NOT butter. I've been loyal to ICBINB for 20 years! Please bring the great flavor back!