I discovered this product over the summer at my favorite whole food store. I cannot get enough of it! Having particular dietary tastes and needs, to find a product this rich and tasty is incredible! That it has no discernible fat or sugar is even more wonderful! For those who don't care for it straight up--to each his/her own! It's the only way I eat it (since I can't consume ice creams, etc.). I put it in the 'fridge, let it get ICY cold and then eat it from the jar. For me, it is delicious! I also love the Marshmellow Dip. The Caramel Dip is OK, but only in a pinch (like when the whole foods store runs out of Chocolate Dip or Marshmellow Dip). I've not tried the various fruit dips. The problem I am having now is that the supplier has not been able to supply the store. I hope this isn't indicative that Walden Farms is going to stop making this EXCELLENT product!