This is my 2nd time purchasing these deli meats but first time trying them (The first purchase I forgot about and had to throw out unopened due to expiration). Let me say this is a FABULOUS meat free sandwich "meat" substitute. I tasted a pinch before I made my sandwich because I didn't want to waste my bread and other ingredients in case I was disappointed lol. When I tasted the pinch, I was shocked at the close resemblance to deli meat. It truly has a hickory smoked flavor and tasted kind of like turkey. Clearly it's not an exact match but its close enough. I grew a bit tired of strictly vegetable sandwiches and wanted to get more variety and this definitely fit the bill. I highly recommend!