I Didn't mind the taste and the aroma is nice, it was light so i thought it was going to be as strong as coffee and then realized it was a tea but the texture is smooth, it already comes with a little sweetness so you don't need to add sugar, and the calories are decent for a cup. The matcha la tory is actually my favorite but that one has no sugar in it. I didn't know if this was a signature flavour of Hojicha and i had no idea this was a tea, great idea to turn this into a latte. It took me a while to get used to the taste but im already out i didn't even notice until now so I actually do like this, may get it again!