Natural peanut butter is an acquired taste. It definitely takes some getting use to. I did not realize just how much regular peanut butter is sweetened until I tried this natural peanut butter. I did not like this at first, especially in large quantities, like on toast or a bagel, but it does grow on you after you get use to not having extra sugar and salt. I do like using it in recipes though. That way I can control the salt and sugar.