We primarily use ICBNB on hot bagels and English muffins, so we were very pleased to find that the new recipe seems firmer, making it easier to spread quickly and evenly. The flavor of the new recipe also tastes cleaner and fresher. Great improvements on an already good product.

I've been a customer of ICBN for years and your new formula seems to taste as good as your original. However, I'm a bit troubled that the vegetable oil content has been reduced from 58% to 45%, making it a bit more watery and difficult to use for frying.

[This review was collected as part of a promotion.] I have been using I Can't Believe It's Not Butter for 2 weeks and absolutely love the taste and texture, I actually love the taste so much that I switched my regular brand that I have eaten for years for the smooth, sweet creaminess of I Can't Believe It's Not Butter in the original flavor. I would highly recommend anyone that loves real butter try this product - it's delicious without all of the fat and calories that regular butter have.

[This review was collected as part of a promotion.] I can't Believe it's Not Butter tastes just like butter. It has a smooth taste and melts beautifully on toast and spreads easily on breads. It's a wonderful product and if you haven't tried it you should I received a free product for the purpose of my review. Opinions are 100% my own.

By now, you may have figured out most of the folks coming to the site and leaving a review are doing so because they believe you've ruined what had been a fabulous product. The taste issue is secondary to me when the product won't melt. That's absurd to develop a non-melting butter substitute. First use I tried melting ICBINB in a frying pan to make scrambled eggs. Disaster. This new recipe is extremely disappointing and flawed. Wouldn't surprise me if the developer was secretly working for the competition. Earth Balance is my daughter's favorite and luckily we have some in the frig. Maybe I'll try greasing my motorcycle chains with the remainder of the ICBINB tub.

I would just like to point out that this product is not much improved. While several preservatives may have been removed and the ingredient list cut a little shorter, it is far from healthy! What the majority of Americans fail to realize is that any commercial product listing soy in their ingredients contains GMO soy (unless verified by a non-Gmo label on the container). This product contains both soybean oil and soy lecithin of the GMO type. Not only does this product contain GMO soy, but most likely GMO palm oil. In addition to this, the package also lists "natural flavors" without any specifications as to where these were derived--most likely from another GMO "natural" source. Please, I Can't Believe it's Not Butter, study truly healthy ingredients and learn how to make a product that is actually beneficial to the body!

When I was forced to switch from Chiffon to another brand because Chiffon was discontinued, I chose I Can't Believe It's Not Butter and have been using it since. I purchased a two-pack of the new tubs. I like the tubs for convenient storage in the refrigerator. The tub is the ONLY thing I like about the new product. It does NOT melt when thinly spread on hot toast, it does NOT melt when added to the top of hot vegetables, it doesn't even melt in boiling water - it barely separates. We do NOT like the consistency, the taste, the lack of performance (i.e doesn't melt). I discarded the second tub. I CAN Believe It's Not Butter and it is no longer a welcome product in our home.

I've used ICBIN Butter ever since it first came on the market many, many years ago. I'll use it through out the day for meals & in recipes. I just made a batch of chocolate chip cookies yesterday using it. There are 3 chocoholics at my house. And we all deserved a special treat for the holidays! When i took the first tray of cookies out of the oven, my nephew couldn't even wait for them to cool off. He had to taste test 1, 2, or 3 of them right off the cooling rack! His lady friend also samped one off of the cooling rack. She pronounced them excellent! ICBINButter! elevates any recipe you use it in to gourmet status. I love using it in my yeasty buttery egg sweet dough.

[This review was collected as part of a promotion.] This is my favorite butter, there is no other like it. I really love the soft buttery taste specially when I make my grilled cheese sandwich. I have used other butters but they tend to leave an oil taste behind whereas ICBIB makes everything taste light and creamy. Also great to make mash potatoes!

With everyone wanting to eat healthier and not wanting to give up the flavor of butter, this is a great alternative. We use this on almost everything and for certain things where we have to have the real taste of butter we make a blend of the two and it is a fantastic alternative