I was tired of all of the regular instant coffees out there. They were too bitter, strong, or mild. I found this at Winco and decided to give it a try. I LOVE the taste! Its fast, convenient, and has multiple uses. My husband and I enjoy a cup everyday, and haven't gone back to regular coffee. My family also prefers this now to regular coffee. Espresso just tastes more rich and flavorful, I will also purchase the ground version. I also use it for baking anything with chocolate. Enjoy!