I was born and raised in Brazil, where coffee is simple, strong, and tasty. I enjoy going to coffee shops and trying different coffee flavors (not flavored coffee!). I drink Starbucks all the time. I even have a Starbucks card that I load often. When I bought my Keurig a few weeks ago I got the French Roast SB, and was disappointed with the bitterness. Coffee should never taste bitter! But maybe the temperature of the machine is too hot and produces the bitter taste. It is possible. This is the 2nd French Roast I tried. The first one, from a different brend, was bitter too. I will keep trying.