After having read about this product on-line, I knew I had to try it. Now it's the only baking cocoa I will use. It has a deep chocolate flavour and darker colour intensity. I've used it for cakes, hot chocolate, frosting, cream cheese dark chocolate frosting (!), and for ice cream. I really wish that it was sold in Canada. But until they do, I'll be buying multiple packages on my cross-border shopping treks.