I am one of those people who enjoys spicy food. I put pepper, tabasco sauce, you name it on nearly everything I eat. A friend brought over a sample of Watkins pepperfor me to try, because she know how much I loved such things. I could not believe the difference it made when I added it to everything. About half as much as I used to use tasted twice and strong and flavorful. I had no idea pepper could taste that fresh. They say it is granulated instead of ground, and it apparently makes a big difference.