Tastes just like normal cocoa, but fits into the macros I need for my strength regimen. At a little over $2 a packet, it's very pricey (compared with $0.25 a packet for another, germanic-woman-named brand of sugary hot cocoa), but I can say hands down this is one of the best protein items I have ever had. If you want a bit of hot cocoa in the winter months, but just can't justify drinking something with three dozen grams of sugar, then this stuff is for you.