Very similar to the other custards/vanilla vapes from this manufacturer. Flavour wise I would have to put it in the average to average plus. But for me, the real pro's of this juice is the fact that it's safe to vape! So many liquids from eBay are very bad for your chest giving respiratory problems and all sorts of issues along those lines. These liquids from Rejuiced all seem to be fine giving no ill side effects. If you have been a previous smoker for a decade or more and suffer from breathing issues then I strongly recommend these juices.