This is the only brand of margarine I've used for as long as I can remember. The semi-recent formula change has me on the hunt for a new brand. The change is no good...it tastes strange now, the texture is wrong and why on earth does it not melt anymore? It won't melt on hot foods, it won't melt in boiling water, it won't melt in a FRYING PAN! It's weird, unnatural and just not good. I can TOTALLY believe it's not butter. It's not even a reasonable imitation of a naturally occurring product.

We have enjoyed I Can't Believe It's Not Butter for many years, it has been our spread of choice for as long as we can remember. NOT anymore. The recent change in formulation resulted in a spread that tastes like a spread and not a very good one at that. It is now very easy to believe that it's not butter because it tastes nothing like butter. We are now testing out other brands and will not be buying this anymore.

[This review was collected as part of a promotion.] I received a free sample from smiley360 and used it to make cookies and rice crispy treats. The taste was so rich and the texture smooth. Baking was easy with it. My kids also enjoyed eating it on bagels and toast. In fact my daughter said we needed to go buy more because it was the best butter we ever had. I was like it's not butter, it's I can't believe it's not butter.

I have used your product for what seems like forever because I simply loved it. Now? Very upset that you decided to "mess" with perfection. I loved eating it on a nice slice of French bread but now it is so overly soft. There s not substance to it. Plus it does not melt like it use to. Why does everyone feel the need to "change" something that was fine the way it was. The price is also getting out of hand as well. Since your product is not about to go back to he way it was, I guess it's time I look around for something else. Sorry but you had me at hello and now it's good bye!

love the taste of this spread. I put it on bread and ate it and it tastes great. I have baked with it and still taste great. Anyone wanting the taste of butter but not eating butter this is the product for you, I can't believe it's not butter is so good. get some and try it and you will change your mind to. love this product.

[This review was collected as part of a promotion.] We have always used ICBINB and will continue. It tastes great on most toasted food and works great in place of butter in many sauces. I've even used it to baste steaks in the broiler. It also helped that I received this product for free.

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 think the new butter is awful. My 6 yr old son noticed right away that it tasted different and it doesn't even melt on hot toast! There is not much taste at all, we've already switched over to Country Crock. I tried using ICBINB one more time without my son seeing it and he still wouldn't eat it! We've used ICBINB for many years and wish you'd bring the older version back, we truly miss it.

I don't usually care for margarine, but I started buying your product in stick form for baking purpposes. It worked so well and tasted soo fantastic that I tried a tub. I was hooked. When the new flavor came out using olive oil, I couldn't believe hoe great it tasted. Even better than butter. Keep up the great work/

[This review was collected as part of a promotion.] I can't believe it's not butter is great! It is easy to spread on bread or toast, right out of the fridge. I have used it in some cooking and baking recipes, you can't tell the difference between that and real butter.