The popcorn has a very fresh taste, but since it's air popped with no oils, it is very bland. I find that using yellow kernels instead of white makes the popcorn pop bigger and has somewhat more flavor, however I do add a butter spray to give it taste. It reminds of the same flavor as rice cakes if you've ever had those. It is definitely not your movie-style popcorn but I prefer it for the health benefits of not using oils.