There's a huge price difference store-to-store. I get it at Noah's for $2.99, which is by far the best price I've seen. On it's own, it doesn't taste great; it feels like you're eating fake yoghurt, but it tastes a lot more like yoghurt than the almond or coconut ones. It has a nice medium consistency, so it makes great smoothies and is good for baking or parfaits. It has a limited flavour selection, and the vanilla is very sweet and doesn't taste very vanilla-y. I prefer to get the plain and mix in whatever I want to flavour it with.