I have used ICBB for 30 years! Loved the old formula, it tasted and acted like real butter. Now it is bland and it doesn't melt! Stays solid on toast and potatoes. Not good for baking anymore either. PLEASE offer the old and new formula so we can chose what we want to eat. Thank you signed sad....

[This review was collected as part of a promotion.] This is my first time using ICBINB. I was very delighted with the taste. I think it almost taste like butter. I used it making my favorite banana cake replacing butter and I very delighted when my cake tastes as good as using butter. It is very good to use for sauteing vegetables too. I love the product.I received "I Can't Believe It's Not Butter" as part of a mission to give it a try through Smiley360 that let's me try free products in exchange for feedback

I've been using this product since it came on the market and I have always enjoyed and recommended it. The last batch I bought has a terrible smell and taste. I purchased another container a few weeks later, thinking the first had gone bad somehow. Same awful taste and smell. I tried the stick version, same bad taste and smell as the soft spread tub version. Just TERRIBLE! Sad to see a great product (and a staple in my kitchen) ruined after all these years.

They took a great product and messed it up. My whole family use to love ICBINB . After purchasing the new square tub, my children noticed it tasted different......a lot different! They both thought it was bad. I to thought it was bad upon tasting it and threw the container away. We bought a new one and it was the same terrible spread. My kids won't eat it on anything and we only use it for cooking . When this tub is gone we will be switching brands! Another customer lost !

We've been buying ICBINB Light for many years. The last time we bought it, there was an obvious taste difference. Upon looking at the old tub versus the new tub ingredients, there was a big difference, and now, instead of a 37% vegetable oil spread, it's now a 30% vegetable oil spread. Guess what? I can now believe it's not butter. The same, creamy, smooth, buttery taste is gone. And it now tastes like any other margarine. Sorry guys. We're switching product.

[This review was collected as part of a promotion.] Our family loved the taste of the original "I Can't Believe It's Not Butter"! I was skeptical since this was my first time tryng it but we have baked with it as well as used it daily & everyone in our family loves the creamy buttery taste and the fact that it has no artifical perservatives or flavors added. We will be purchasing this brand from now on. I received a free product for the purpose of my review. Opinions are 100% my own."

I am on my first small tub of your new revised product and I have to say I will not be purchasing this product in the future. I have been a loyal customer for many years, the only brand I used, until now. I won't bother to list all the reasons for my disappointment in your new product as they are the same as all previous negative reviews. Bring back the original product, why mess with success.

I've been buying I Can't Believe it's Not Butter for at least 15 years and my family and I have always enjoyed the taste and texture of your product. I even have done a taste test for a change approximately six years ago and could tell no difference in the flavor. I would and have recommended your product to others. I have quit buying your product and will not buy it again. I thought it was just me not liking the flavor of the change but my son came home from college and he asked without urging what is wrong with this butter. I responded they must have changed the ingredients and don't worry I won't buy it anymore. Whatever you have done to change your spread certainly wasn't for the better. I can buy spreads from other brands and spend 1/3 of the price of yours. You certainly have lost this family as customers.

[This review was collected as part of a promotion.] I have replaced my original butter I was using with "cant believe its not butter!" and have not missed anything about the old one I was using. The taste is great, spreads well, and great for cooking...

[This review was collected as part of a promotion.] I received a free product for review purposes on behalf of Smiley360. This was the first time I have tried I Can't Believe It's Not Butter but I will continue to purchase it. My whole family likes it better than the tubs of margarine that I normally buy. It has a great butter flavor that is great for potatoes, toast, and cooking in general.