I've been using Carlson's fish oil for a few years. I like it because it's pure and doesn't leave any aftertaste. As a matter of fact I can take it by the spoonful if I need to, not mixed with anything else, and it has almost no taste. But I was shocked recently when I realized how much $ I could save by purchasing it through the Vitamin Shoppe rather than buying it locally. As some other reviewers have pointed out, the expiration date shown on the website is only after the bottle has been opened. Unopened, you have 2 or 3 years. We are going to start purchasing all our vitamin items through The Vitamin Shoppe!