[This review was collected as part of a promotion.] I received ICBINB via Smiley360 in return for a review. I bought a tub of the new version, regular flavor. I was very pleased with it. It still tastes like butter to me and it behaves more like butter than regular vegetable oil spreads. In the skillet, it looks foamy just like butter. I don't buy it often because of the price, but when I am able to splurge, I always usually buy ICBINB and will continue to do so.

What is different with the original spread ? I take it out of the ref.and after a few minutes it looks like it is melting and gets very creamy and I just don't like the way it spreads.I take bread and spread it with the butter and then peanut butter ,the peanut butter would not spread .Awful!

It doesn't melt on toast, english muffins, or frankly on anything. The flavor is ok, but butter or a spread should melt! Terrible texture, I'm looking for a replacement. I've been in retail grocery for over 40 years, the only comparable change I can think of is "New Coke".

[This review was collected as part of a promotion.] I used in my regular cooking for the holidays and I didn't notice a difference. I was leery to put in my baking but will try something small when company isn't coming. I would definitely recommend for butter replacement in cooking though!

Not only does the new formula have more calories , more total fat,more saturated fat and more sodium , it doesn't taste as good and doesn't melt the same in a frying pan.I have found something Much less expensive and better tasting and will not buy ICBIB again.

Your 'new! Simple Recipe non-gmo sourced' is disgusting in both taste and texture. It is like slime-laced, slightly rancid, oily water. My family has been using I Can't Believe It's Not Butter for years, but if this is what this product is going to be like, we'll be using something else.

HUGE mistake! This doesn't taste anything like the original. It is horrible and leaves that horrible after taste in your mouth. So horrible that we can't even finish the tub we just bought. Threw it away and I never do that since we're on a fixed budget and every cent counts. Big, big mistake! 100% Taste Awful!!

I've used ICBINB for years, love the product however my last purchase was in the new style container. Honest, the quality of the container, well... bad. I understand the design... less room for the same amount of product, easier to ship and so forth, I don't have an issue with that, however when the lid is flimsy and a pain to remove and reseal? You may loose some longstanding consumers. Wax paper on quarter pound sticks wasn't that bad....... Love the product, Hate the container.

We have used ICBINB Lite for years and always thought it was the greatest thing out there, but this new recipe has absolutely no taste. It's just slimy yellow stuff. I haven't tried the full calorie one, so can't comment on it. This really upsets me, and I'm sorry, but I will be shopping for a new light spread. Even the competition has some taste. Bring back the original, please!

[This review was collected as part of a promotion.] Tried I Can't Believe it's Not Butter instead of butter on homemade garlic toast. Not mad at them! My family enjoyed it and didn't find a difference than when we use butter. So far I've only tried the I Can’t Believe It’s Not Butter!® spread on various breads but if I try it on nothing else I'm ok with that! I like the taste, so does my family, and I feel better about using it than margarine. It won't totally replace my butter but it will be put into regular rotation.