Having used the original ICBINB, I was hoping this new one would be better. I'm not thinking it is. Flavor is not as good, and it's way too soft. I'm sure it's healthier than the other and have been using it in recipes.

The new recipe is awful. There is some sort of aftertaste with it that I just cannot stand. It tastes artificial and foul. I Can't Believe You Even Compare It To Butter! I've bought this product for years, but no longer.

I don't care for the texture of the new spread it seems to melt faster when on the table and I was not the only one to notice this at Thanksgiving and when I cook with it seems watery, it doesn't seem like the original anymore.

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.

Yours is the only brand that I would buy. I loved the old taste. You used to have sweet cream in it. The new formula tastes nothing like butter. I will no longer be buying your product.

[This review was collected as part of a promotion.] I was a little sceptical of I Can't Believe It's Not Butter because I have particular brands that I always use, but my whole family actually really liked I Can't Believe It's Not Butter.

I mean, doesn’t everyone love this?! I just imagine Fabio... “I can’t believe it’s not buttah”. Tastes just like it to me. I’ve purchased it more times than I can count!

I have used this butter since the day I saw it. Nothing I have ever used even comes close to the flavor. I was raised on a farm, and I know good butter. "I Can't Believe It's Not Butter" taste like my mom churned it herself.

I have been using "I Can't Believe It's Not Butter" for many years. It has been my substitute for butter in everyday life, using it for cooking and baking. My 16 y/o daughter has also become a big fan using it for bagels as well as in her cooking.

The taste is not as good as it was....this product will not melt in a pan, so it is no long good for cooking....it does not melt on toast or pancakes......the product just lost a customer