I had my doubts about this stuff, especially with the reviews that say this stuff tastes like licorice. Gag. I HATE licorice lol. It doesn't taste like licorice AT ALL!! I think it actually tastes like prunes, not my favorite flavor but very tolerable! I mix mine in some raw milk, but I have tasted it in coffee as well and it's an awesome balance to the bitter tones! Will definitely buy again, it's also a fantastic way to replace coffee if you're trying to quit, it's full of vitamins and minerals to help you feel more alert than coffee, and without the caffeine crash. Thanks for a great product!!