Seems watered down and thinner.Texture has changed for the worse,soaks into the bread with moisture.Will not buy any more of this NEW product.We are disappointed.Country Crock butter is our NEW butter from now on.Change is not always good for a product that has been around a long time.Cutting costs with more water also cuts customers.

I always bought "I can't believe it's not butter" but the last 2-3 Times-I've been so disappointed. no butter flavor& leaves greasy taste in your mouth. I'd rather go without any margarine-than waste my money on this. Besides it is healthier without any butter or margarine. Please bring back butter flavor. Imperial use to have butter flavor (remember commercial "It's not nice to fool mother nature" ) then they did something different so I went to your brand cause you had butter flavor. Who will be next to bring us back butter flavor margarine?

I really try to watch my diet, therefore, I am very concerned with the trans fats and other unhealthy ingredients. I use I Can't Believe It's Not Butter on a lot of stuff. I really don't allow anything else in my home. I have been a fan of ICBINB for many years and I still don't believe it's not butter...

This is by far our favorite spread and it does taste like butter! We have been using this for years for everything from spreading to cooking. Basically we use it on and in everything that needs "butter." You really can not go wrong with ICBINB original and the calorie count is not bad either. We just love this spread!

[This review was collected as part of a promotion.] I was so glad I got to try the ICBINB product. I used it to make a Butter cream cake and frosting. They both came out wonderfully. It was moist and tasted just like the one I made with butter. I was surprised at well it really tasted. I would definitely buy this again.

I grew up in a house that only used sticks of real butter. My husband grew up with the "tub". I finally gave in an bought a tub of I can't believe it's not butter! Well not to sound silly but I can't believe it's not butter! I was pleasantly surprised how much it did taste like real butter. I am sold, we will always have both in our house.

I use the spray butter. Amazing taste. I let all the employees in the office use this great tasting spray on everything and everyone's agreed, it's fantistic Now everyone has gone to buy your product. Best tasting low calorie butter we have ever tasted.

[This review was collected as part of a promotion.] I received an opportunity to try this product for free and boy am I glad I did! I would pay twice the price for this product over regular butter any day! Its easily spreadable, tastes like butter, and better for you. I have put this to the test by cooking with it, using it to top off dinners (like bread and butter) and even baking with it! And everything turned out great! No one knew there was a difference! Now, I must say when it comes to baking, for special occasions I would continue to use unsalted butter only because I like to really monitor the the amount of salt that goes into my baked goods, but for every thing else, this is really a wonderful substitute.

I cant believe its not BUTTER! But it is almost. Just double priced is too much too!! Deelickolus for sure no doubt...creamy and light. Just please turn on the lightbulb and reduce the cost retailingways so folks can enjoy it without brokerages. TY! <3

Since ICBINB has changed from the round tub to the square one, we have noticed a marked texture difference. Now we CAN believe it's not butter. We have been using your product for over 20 years. It is so slippery, it won't stay on a knife. It also seems like it tastes a little different. We (my husband and I) both like the old version MUCH better.