First time buying it I wasn't sure I would like this ketchup, boy was I wrong since trying it I cant picture ever going back to buy any other brand ketchup. I love the taste and has it doesn't have an aggressive acidic taste to it and doesn't cause acid reflux like some brands tend to. It actually reminded me of ketchup my mom used to buy back home. The clean ingredients and the nice tangy ketchup taste makes it impossible to ever change to any other kind. I normally don't use as much ketchup on my food or for dipping on fries, but since trying Primal Kitchen Unsweetened Ketchup I cannot help but use more of it. Great job, hope they never change the ingredients and they continue to make great tasting product!!