Excellent flavor - the best coconut sugar I've tried so far. No hard rocks of coconut sugar either - I've tried a few that are full of them. I tend to use less of it than cane or brown sugar because the flavor is so rich. Excellent in my oatbran or oatmeal, or a tiny pinch in black tea that warrants additional sweetness and flavor. The price is better than most as well and I reuse the plastic container - I've always got bulk beans to store and these are great containers for them.