I'm a pedestrian eater of caviar and was very pleasantly surprised by this product.  It's a good buy for the price and tastes as good/the same as any lumpfish caviar I bought at the grocery store for twice the price.  It is quite tasty on toast with a little cream cheese.  This caviar has a nice little pop, doesn't smell and is not too salty (and I'm fairly sensitive to salt).  I also haven't had a problem with the coloring that others have commented on.  Keep in mind, with respect to taste,  I've never had caviar from the Caspian Sea (as far as I know).  Also, the jar I received states that this is a product from Iceland.