This cereal tastes the same, looks the same, etc., as Kellogs, etc. In fact, I prefer it and others of the Malt-O-Meal label over bigger brands. The flavors are the same, but the price is much better. Living on SS, I have to make the most of my $'s and Malt-O-Meal helps immensely. Give it a try, if you haven't already. What have you got to lose - if you don't like it, can always throw it out for the birds. They aren't picky!