This was my first foray into gel food coloring. I use it to dye cookies, cake batter, and icings, which it works wonderfully for. You only need a tiny bit to get bold color (which doesn't fade in the oven) and it doesn't change the taste or texture of your baked goods. I would highly recommend this, especially if you've never used gel before. The difference is amazing. Be careful with it, though-- it's also quite good at coloring hands and counter tops!