My 9 year old loves this on toast, but I wouldn't put it past him to eat it out of the jar with a spoon. Admittedly, we eat a whole foods, plant based diet, so his tastes are not predicated on processed foods. However, he is a dark chocolate lover, and thinks this is the bees knees, so to speak. I don't mind the texture, and find nothing objectionable about the flavour myself. We've already purchased it again. For anyone who wants a less processed alternative that doesn't contribute to deforestation of orang-utan habitat, this is definitely a viable option.