I am an unconventional user of Twisted Alchemy's cold pressed lemon juice - I drink it straight, 3 ounces a day, to help prevent kidney stones. Having had three rounds of stones, I never want to go through them again ... and will even resort to drinking a daily dose of straight lemon juice to help. I would be lying if I said that was enjoyable ... BUT ... I have tried many different brands of lemon juice, and this is the ONLY one I can drink straight without grimacing. I realize that's not necessarily the endorsement a company is after ... customers who can use their product without grimacing ... but I also submit how I use the product is not what it's intended for. It's not nearly as bitter or tart as ANY of the other brands I have tried. I will continue to use it for this purpose, and I'm thankful it exists in its current form. So far it seems to be working!