Fleischmann is a well known name in our mini homestead household, I love it for baking and my husband enjoys the baked goods. When preparing any baked good, while using this yeast it's best to let it bloom before adding with any other ingredients. It states to keep it in the refrigerator as yeast is a living ingredient. My favorite noise is the freshness "pop" the top gives you when you open a new bottle. I would highly recommend Fleischmann's Rapid rise to any baker, novice or expert!