The taste really isn't all that bad; it kind of reminds me of this old juice I used called Unicorn Milk. Another thing good about this juice is it doesn't really spit and you don't get wet hits. Unfortunately, no one thing is perfect. The juice is very harsh and feels low in nicotine (harshness could just be distracting). Vaping this leaves a weird tingling sensation on your tongue and leaves your throat feeling scratchy; I have to drink water after using it. This juice DOES NOT taste like cereal or cinnamon AT ALL. I really like the viscosity and how dry a hit you get from the juice but for $20 and almost a week of shipping time I'm pretty bummed and unsatisfied.