I do enjoy the taste of butter on my bread and veggies and when I discovered ICBINB spray many years back my life and diet became a lot more tolerable. Before ICBINB spray I didn't eat buttered bread and my veggie plain.. now I look FORWARD to savoring every bite!!!

Instead of 100 calories for butter, I use this product for dieting. Using 5 sprays isn't much but it's not much calories to do double that. I would rather add another slice of toast or egg to my intake by using this spray instead of using my calorie intake on butter.

Wow. 5 sprays on 2 cups of air popped popcorn and I get all the flavor (and aroma) of butter drizzled on - with none of the calories! I think it's just a terrific product. I also use it on steamed veggies and steamed potatoes. It's actually hard to gain weight using this product. Bikini here I come.

Around 10 years ago I intended to lose weight so I looked around to see something like butter (which I enjoyed very much) but more healthy. Bingo I cant believe its not butter. I and my wife have been using this and enjoy the taste w/o any guilt and by the way have lost weight. Thanks to I cant believe its not butter.

This is a wonderful tasting butter spray! I use it all the time, and it helps you to manage putting too much butter in things, like I have a habit of doing with things like cooking eggs. However, with that said reading some of these reviews, especially those who are very sensitive to fat intake, need to understand this is NOT a zero fat product. 1 single spray, which is a serving size, has such few calories and fat that they are required to label it "0 fat" and "0 calories". However, you should understand if you douse foods in this produce, you will certainly add a lot of fat content to the food. Just please, be aware of this! It's not really the companies fault either. But as for the product itself, like I said, it's very tasty, very good, buttery, and hits the spot.

I substitute I Can't Believe It's Not Butter spray for vegetable oil and lard in making biscuits, quick breads, cakes, etc. Everything's always turned out well. Love the product - just wish it came in a larger size container.

I am seriously getting tired of hurting myself getting that stupid plastic heat-sealed wrapping off the bottle just to use it. It WILL NOT come off even with those "tear strips" in the plastic. I use this for product on just about everything I eat, I love it, but today required a bandaid and I shouldn't have to work that hard to use it.

...... the spray pump needs work. It is somewhat difficult to press. Anyone with arthritis or some other hand-weakening condition could not comfortable use this product. That means lost customers for the company. Even for me it gets tiring when I depress the pump 30 times to cover a half slice of toast. Yes, I use it on toast and it does taste good without adding any fat. I intend to search for a different brand that is easier to pump. Surely ICBINB product engineers can design one to work. Yes, the taste IS good.

Please hire a new Packaging Engineer to redesign the bottle and sprayer. For years I have struggled to get this product out of the bottle. It only sprays well when the bottle is help straight up and down... which obviously doesn't work when you are spraying food on a plate. I am so frustrated by this, I finally told my wife to stop buying it! I imagine I am not the only consumer frustrated by this. Fix or continue to lose customers.

As a longtime user of your fat-free I Can't Believe It's Not Butter! (purple tub highlights) I want you to know how unhappy I am with your decision to discontinue this product. That was a spread with 5 calories per serving. Now, there is no equal exchange in your remaining product line. Your remaining products are 10 times as high in calories as the fat-free. You lost sight of the fact that calories are very, very important to a large segment of your customer base.