You know the problem with high-quality protein isolates? No flavor - they taste like chalk. You know the problem with mainstream proteins that try to solve the flavor problem on the cheap? Extra junk ingredients not discernably different from a crushed up snickers bar fatty cake that has the gall to still call itself a "health supplement." Wouldn't it be cool if the guys in charge of product development also understood the demographic they were marketing to and just made some protein that was pure, low cholesterol, low sodium, etc. and skipped the junk additives, and yet still tasted like something you'd actually pay to eat? Yep - that's SOFLETE, and that's Coffee Protein. The ingredient profile supports your training while fitting your macros AND it actually tasks like coffee! Crazy thought, but the advertising is honest - it's coffee + protein. It's good mixed with water, but with milk it's just as good (depending on your nutritional goals). I dissolve mine into a dark roast coffee in the morning and I am good-to-freaking-go! Jazzed up, not hungry, crushing my SOFLETE programming and basically winning at life long before most people are even out of bed. So - Do it? DO IT!!!