It's the more natural alternative to Cheetos. Once you open the bag, you can smell the authentic cheddar. It's a light yellow-orange color; not the neon orange that Cheetos have or leave any color on your fingers. They are the same shape. You can taste the buttermilk within the puffs. There is a tanginess and not overly salty. The cheddar flavor is strong, but not overwhelming. I don't care for bleu cheese, but I can hardly taste it in this. These puffs have a nice crunch.