I can't figure out, as someone who has attempted to blend and flavor tobacco from time to time, how they can load up this flavoring like they do. It's strong. The flavor itself is somewhat nebulous, though. At first I thought it seemed like cognac, but that only lasted for a bowl or two. Then came the fruity bouquet: mango, pineapple, coconut, and the tropical range. That was also temporary... maybe about 5 bowls. Now it seems to have a unified flavor instead of a potpourri. Exactly what that unified flavor is is the question. It reminds me of the coconut flavor of those "sour ball" candies you used to get 50 years ago--not conventional coconut, but modified. It's sweet. I only bought two ounces to try it out, and I was going to toss it after the first two bowls, but now I like it and I'll probably finish the whole 2 oz bag. Not sure if I'll order any more right away or not.