I have used the original spread for years and always loved it. However, it now has a different taste and it doesn't melt like it used to do. I don't mind the new taste but I'm very unhappy that it takes forever to melt when I'm putting it in a skillet before cooking eggs or adding it to steamed vegetables. Unfortunately, I'm now going to have to look for a new product to use.

My family and I love the taste, easy spreadability and texture of CBNB -- I think my household as well as my sister's family were among the very first users of this product when it was first introduced in the tri state area and we are of course still using it today!

[This review was collected as part of a promotion.] I recieved a tub of I Can't believe it's not butter free for review purposes. My favorite part is how spreadable it is. I never decide to put butter out early and let it go to room temperature, so this is very helpful. The taste is there, especially as I usually use butter in recipes and when sautéing vegetables or on grilled cheese sandwiches. I absolutely love butter and when I have the real thing-rarely when at a restauant, I notice it. This is a good at home butter substitution.

[This review was collected as part of a promotion.] The new I Can’t Believe It’s Not Butter!® spreads are made from real, simple ingredients you can recognize like a delicious blend part of a healthy overall experience with an excellent taste. I received a free sample from Smiley360 and it was amazing I was in love at first bite.

Ever since this wonderful product hit the shelves, we have used it. It adds richness, depth of flavor, and creaminess to recipes. When used as a spread, it enhances the bread/roll, as well as the fruit jam or honey. Love, love, love I Can't Believe It's Not Butter!

My family insists on I Can't Believe It's Not Butter! They love the taste and texture of the soft spread. When I try to get them to use stick butter or margarine, they will not give up their ICNBIB. They like it for breakfast, on toast, sandwiches, for dinner on vegetables and potatoes, and my youngest teenage daughter even right out of the tub eating it right off her finger!! My wife bakes and cooks with it, too. Thank you for bringing my wife & girls happiness, it makes smiles for me then, a!so.

I've been using ICBINB for well over 20 years - it was the gold standard of margarine. I recently bought the new rectangular tub, thinking "Cool! This will fit in the fridge better!". From the first taste, I realized that every aspect of the product has changed and NOT for the better. It now tastes like every other margarine product (a taste I dislike) and has a very weird consistency. In your favor, it DOES spread more easily on cold items. Yet it melts in a very odd way on hot things. It is poorly salted, and kind of disappears on one's tongue, and no longer resembles butter flavor at all. I've always put a large dollop of the original product on my hot steamed vegi's, to finish, and it made a small puddle of watery, buttery-flavored sauce in the bottom of the pan, which I could spoon over the plated vegi's to moisten and flavor them. This new abomination just disappears altogether. Is it being absorbed? Is it evaporating? What on earth have you done and WHY? Look, I use real butter for a lot of important applications but always relied on your product for toast, bagels and other things that require instant spreadability, in addition to the above-mentioned steamed vegi trick. I guess I'll be buying a great deal more actual butter and will have to always keep one stick out at room temp for the routine everyday stuff. Gee, thanks. *sigh* Or maybe I'll have to buy expensive tubs of whipped butter. Yippee. I don't "hate" this new version, but I don't "like" it, either. It will get no loyalty from me.

I love the taste of this butter. Although I don't often buy it because it is more expensive and we are on a budget. However you do get what you pay for and if you do want a good flavor I would recommend giving this a try. It is amazing for banana nut bread.

I have used I Can't Believe It's Not Butter for at least 10 years. I do not like the new recipe, nor do any of my family. It is too soft and does not melt when spread on toast. It doesn't have the same taste. I miss the old recipe and will have to look for something else to use.

I've used ICBINB for years, love the product however my last purchase was in the new style container. Honest, the quality of the container, well... bad. I understand the design... less room for the same amount of product, easier to ship and so forth, I don't have an issue with that, however when the lid is flimsy and a pain to remove and reseal? You may loose some longstanding consumers. Wax paper on quarter pound sticks wasn't that bad....... Love the product, Hate the container.