I am addicted to this stuff it's practically the only thing I drink these days. I admit at first I found the flavor a little unusual, but I've come to love it and the flavoring is all quite natural which is nice. Just various fruits and whatnot. The big thing for me was the no caffeine though. I love iced tea but brewing pitchers of iced tea every day and then waiting for them to cool was a hassle so it was great when cool brew tea first came out back in the day, however, drinking a full pitcher every day( which I often do) could be an issue with all the caffeine, so finding this decaf flavor was perfect.