We've used I Can't Believe for years and loved it. When I purchased last week, I thought the only change was in the packaging, but as soon as I put the butter knife into it, I knew the container was not the only change. It slipped right off my knife. And the taste is a huge disappointment; it's oily or watery with very little of the creamy buttery taste we liked so much. While I appreciate your leaving out GMOs and other additives, I'm going to have to find a different brand.

We've been using this product for as long as I can remember. It is our preferred spread, even tho' it's more expensive than butter! When the new package appeared, we assumed it was simply a change in packaging and presentation. But the taste is unmistakably different...and bad! Examination of the label reveals that the ingredients are indeed different. We are abandoning this product and may even go back to using real butter! Too bad...sayonara!

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 received a free product for the purpose of my review. Opinions are 100% my own. The New I Can’t Believe It’s Not Butter!® product with olive oil is GREAT. I have always loved the taste and the low calories. It adds a great taste if you saute your vegetables. Just LOVE it!

We have been using ICBINB for years now and can’t believe how awful it now tastes. I, like many others just thought I got a bad container. Turns out “garbage” is the new standard flavor. IT. IS. DISGUSTING!!! Whatever changes they have made in order to save a few cents, or placate some health food niche, has completely ruined this product. “European Blend”? Who asked for that?! I thought it was perfect before the change. Until the formulation is corrected to its original glory, I’ll be using literally anything else. Looks like 2020 has been bad even for butter alternatives. RIP ICBINB. You’ll be missed.

I am very disappointed with the new formulation of ICBINB. I used the light version of the product for many years, but the new recipe tastes like bad grease. I tried the new version of the original spread and found its taste to be even more 'chemical' than the light version. You've lost me as a customer.

The butter doesn't melt in the last 2 tubs of "light" I can't believe it's not butter" I have purchased! I have used this product for years and I don't know what you did recently to "improve" your product, but now the spread never melts so is disgusting. I will switch to another product until you resolve this issue.

[This review was collected as part of a promotion.] I received I Can't Believe It's Not butter for free in exchange for this review. All opinions, as always, are 100% my own. I have used this product in the past but it has been quite a while because it is not available at the grocery store closest to me. I immediately used the product after purchase and I remembered why we used it before. The taste is incredible and we love the spreadable nature of it. I am able to use it without tearing breads, etc. I will be purchasing this product again ASAP!

[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...

The name says it all, IT IS INCREDIBLE THAT IT IS NOT! It is that the flavor is the same but I consume it calmly knowing that it has many fewer calories and is much healthier for my body. Every morning he accompanies me and my family on our toasts with breakfast.