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.

[This review was collected as part of a promotion.] I had the opportunity to try the new I Can't Believe It's Not Butter, and it is delicious! The taste is smooth and creamy, with just the right hint of salt. I received a free sample of the original flavor but have since purchased the olive oil flavor. I like both and didn't taste too much difference between the two. We used it on toast, bagels, grilled cheese, in oatmeal (my father-in-law's specialty) and in so many other things we cooked and baked. It was delicious, and really tastes so much like butter. I love the fact that it's made from real, simple ingredients and has no artificial preservatives. I feel better giving it to my children knowing it's more natural.

[This review was collected as part of a promotion.] I really liked the smooth and creamy texture of I Can't Believe It's Not Butter. It's easy to spread on soft breads and its easy to blend into my baked goods. It has a true butter taste and texture. I also like that it is NON-GMO sourced and only 60 per TBSP. I will be adding I Can't Believe It's Not Butter as a kitchen staple.

I normally purchase this product monthly and have great results but the last tub I bought doesn't seem to be melting right. Normally in a pan it melts into a thick buttery consistency but now it's very watery and doesn't make my food come out right. Really not pleased with this batch!

I eat a tub of ICBINB each week. The new rectangle package is a new tasteless greasy mess. It won't even melt on toast. It may be good for cooking, but it's not good on an English muffin. It's like eating Butter Crisco. I am looking for a new spread that tastes good. Please GO BACK to the old formula.

We have used nothing but I Can't Believe It's Not Butter in our house for 10 years, but we can't anymore. The new formula tastes awful. I had some on my waffles this morning and I wasn't able to finish because of the chemical taste. You really need to bring back the old recipe.

By now, you may have figured out most of the folks coming to the site and leaving a review are doing so because they believe you've ruined what had been a fabulous product. The taste issue is secondary to me when the product won't melt. That's absurd to develop a non-melting butter substitute. First use I tried melting ICBINB in a frying pan to make scrambled eggs. Disaster. This new recipe is extremely disappointing and flawed. Wouldn't surprise me if the developer was secretly working for the competition. Earth Balance is my daughter's favorite and luckily we have some in the frig. Maybe I'll try greasing my motorcycle chains with the remainder of the ICBINB tub.

[This review was collected as part of a promotion.] I got a free sample of I Can't Believe It's Not Butter from Smiley360. This is the brand that my dad uses and he has always said how good it was. I got the Light version as we are trying to make some better family choices this new year. I could not believe how smooth and creamy it was. A lot of other tub butters are thicker and can tear bread while spreading but I didn't have any problems with this. The flavor was very rich which I wasn't expecting for a Light product. The best part is that it did not have an "artificial" taste or leave a bad taste after eating it. I think that my family would enjoy this product over our current choice in the future :)

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!

[This review was collected as part of a promotion.] I received a free product for the purpose of my review. Please be advised that opinions I am expressing are 100% my own. When I had the chance to try “I Can’t Believe it’s Not Butter” I was apprehensive. The last time I used it ( a few months ago) I was disappointed and stopped using it. This time was no different. There was no buttery taste like it used to have; actually, I do not think it had any flavor at all. In addition, it would not melt, it “lumps up” on toasts, bagels and mashed potatoes. Finally, after eating it, I feel like I have a film on the inside of my mouth. So, in closing, I Can’t Believe it’s Not Butter leaves no guessing – It is not butter nor does it taste like butter.