[This review was collected as part of a promotion.] As an active blogger, I received this item for review purposes. Our family has been using I Can't believe It's Butter for years! We love it! It is great for cooking, spreading, and more. We primarily use it for cooking at dinner, although I use it on my toast in the morning. The taste is amazing, and I love that my kids eat it too! Even though they are super picky!

As a loyal customer of the brand for years, when the new version came out I tried it assuming it would be the same. Big mistake. The new version is softer, has a more watered-down taste and feel, and is a huge disappointment. Time to find a new brand. Whoever made the decision to change the taste of an iconic product, poor decision. Reminds me of the abortive attempt to move from Coke to New Coke, and we all know what a flop that was.

I've been using I Can't Believe It's Not Butter since it first came out. However, the new "simple recipe" has changed both the taste and the texture so now it's like every other margarine on the market. It used to be a very special, tasty product, but now I really CAN believe it's NOT butter and I would NOT recommend this new "simple recipe" to anyone.

[This review was collected as part of a promotion.] I got a tub of the new and improved I can't believe it's not butter through the Smiley360 website program and I abs love it. It tastes great and even better than my normal tub. It will now become my usual.

We have been using your product for more years than I can count. Now I need to find something new. You have changed the flavor and texture in a way that is unacceptable. The idea that whats in that square tub is the same as what was in the round one is ludicrous.

I have been a fan of ICBINB for many years, as a home baker it's my choice for my breads. I purchased the "New" simple recipe the other day. Last night I opened the tub to use on fresh baked rolls at dinner and found the salt content made my mouth pucker! I passed the off to a possible overuse of salt in my dinner components. This morning I spread your product on toast to find an awful content of salt in my mouth. This change in your formula is sending me off this product, sadly I now have to search for a substitute.

[This review was collected as part of a promotion.] I recently had the opportunity to try I Can't Believe It's Not Butter!, for free, thanks to Smiley 360, but I am a complete believer now thanks to the product itself. It really did exceed all of my expectations of it. It was great for the simplest of applications - as a spread on my toast, to the middle ground - a compound butter for breads and cooking, as well as just using it in my cooking and baking. I didn't miss butter for a minute! I haven't found an application that I've used it for yet that makes me wish I had my butter instead of I Can't Believe It's Not Butter!.

Not only is it lusciously creamy, it has the freshest, most natural taste. I use it for EVERYthing in my baking & cooking, and always have top-notch results. In fact, I much prefer it over real butter because it's so versatile ... it's the best of all all worlds!

I bought 2 jars of butter and because I thought it was damaged, but no, to my surprise something changed in its original recipe and its taste and smell are horrible, it smells like chemicals. I have used this brand for more than 15 years, it is never missing in my house, but this time I am disappointed.

I think this revised I Can't Believe It's Not Butter tastes even better than before. It tastes lighter and for some reason, fresher. I also really like the change made to the shape of the container. It's a nice change and it stands out from the other products out there. The lid is also easier to use on this container. The biggest difference though is how it tastes lighter and seems fresher. I always loved and used ICBINB but I really think it's improved even though I didn't think that was possible.