MMMMM!!!!!! I LOVE THIS CEREAL! it's organic and all natural, free of GMOs, and all that! BUT, unlike some other stuff that fits that description that can be a little flavorless, this is actually super yummy! the raisins are sweet but not over-coated in sugar, the bran is mild but not grossly flavorless, and it leaves me surprisingly full! great job, Cascadian!