I wanted a straight up blueberry flavor, just blueberry. That is what I got, a pure, natural blueberry flavor. I ordered it with the heavy flavor option (+20%) and it is really good, I wouldn't want it to have any less flavor than what I got though, and the next time I order it I will probably double the flavor (+30%). I ordered it with the more vg option (the site doesn't list the pg/vg ratio for the more vg option), so it might not need all that much extra flavor if you choose the standard pg/vg ratio which is 60pg/40vg. Overall, it's excellent juice at an excellent price.