This stuff is the first of these peanut butters that I've been reviewing that actually has a different color than that of normal peanut butter due to the added featured ingredient. It's smooth like peanut butter, but it's darker, brown from the dark chocolate. I opened the container and smelled inside. This smelled of very dark chocolate, bitter even. I like that, but I know some people don't. This isn't your normal milk chocolate like you find in a Hershey bar. This is the good raw bitter stuff. When tasted, it's sweet, so it's not like you're biting into a cacao plant, but it's quite dark indeed.