Was tired of the escalating prices of the 1 ounce bottles of red dye. I would have spent almost the cost of this huge bottle for just two 1 ounce bottles (which is what my red velvet cake recipe calls for). I make red velvet cake almost every year at Christmas time and when you go out to the brick and mortar stores the day after Thanksgiving, you'll be lucky to find a bottle or 2 plus as I said it is very expensive. I purchased this huge bottle that will last me probably several years and I used it this year to make a beautiful red velvet cake for my family. Love it!