This is a fruit cereal flavor, akin to Fruit Loops. Unlike so many others, this does not have the 'milk' flavoring of cream, which is a refreshing change. It's a very distinct citrus flavor up front, like the yellow green and orange fruit loops. It's almost got a hit of Fruity Pebbles as well. I found the exhale a very good fruit blend, with that crispness of cereal flavoring, but not tasting artificial. This is a high VG juice, so it clouds VERY well. It has a minor throat hit, which is to be expected from a citrus flavor. The scent from this juice lingers in the air, and is a very sweet smell. It's a change from what most people would expect from a 'fruit loop' juice, but a change for the better IMHO. It doesn't drown you in creaminess like Ceral Killa does, but it gives that somewhat mealy sense memory like you just chewed a mouthful of the cereal. It holds your taste buds. It has a good price point, and comes in a blue glass bottle with dripper.