The new product is not as smooth and butter tasting as the old recipe. It does not melt as well either. I really loved the taste and texture of the original. Maybe now I will eat less.

I love using this butter on my corn, on my toast, on my bagels, pancakes and of course on my crackers. It has a great taste and the softness of it I just love because it's so smooth and creamy.

Have been using this product for years. Most recent purchase in new container is, in a word, AWFUL. It is way too soft but does not melt on hot rolls! Taste is similar but not quite the same. Will be looking for an alternative.

[This review was collected as part of a promotion.] I received a free sample Of ICBINB and the result was a happy customer! I used it in mashed potatoes, veggies, breakfasts, breads, desserts. It had a good flavor to it and I will purchase it again.

New product doesn't melt on vegetables. Taste funny, nothing like the old product. Should have stayed with the tried and proven I Can't Believe It's Not Butter. Terrible decision to change!

I use this product every day and for most every meal. I feel that it's a healthy alternative to butter and the taste is delicious!! The new packaging fits so much better in my frig, too.

[This review was collected as part of a promotion.] Really don't like this new formula, it doesn't melt like the old, also tastes bland to me, and make toast soggie, please bring back the old recipe

I have been buying and using ICBINB since it's introduction. I use it for baking and love it on my toast. The brand is consistent with it's quality & never disappointing. It is rich, creamy and spreads well. Taste has the sweetness of real butter.

We have been using I Can't Believe It's Not Butter for years and dont use anything but for most of our cooking needs. Rich and creamy that never fails to impress.

I have used this product for years, but just threw almost a whole tub out and have now opened another one, and it is the same. I do not know what you have changed, but it is awful, now. I will be using another product.