I'd been a long time advocate & enjoyer of Red Mill muesli, but unfortunately Bob kept raising his prices (or his distributors did). This led me to see what else was available. I tried one popular Swedish brand and it wasn't for me. Then I came across Seven Sundays and decided to give 'em a go. Sorry Bob, but even if you drop your prices I'm afraid Seven Sundays is my new breakfast go-to. Yeah it's loaded with good stuff (a nice dose of plant protein and fiber, whole grains, minimal sugar (none added)), but it's the straight forward wholesome, fresh taste that's the grabber. Excellent product at a very reasonable price!