It really wasn't that awful. There was no coughing, no gagging. There was, however, one hell of a "What the hell?!" facial reaction. I described the taste as "Just wrong!" By that, I mean along the lines of the 'Every Flavor Beans' that Jelly-Belly (I think it aws them) had out - specifically the peppercorn (or black pepper, whatever they called the flavor)...taste is right...texture is ALL WRONG! It really didn't taste horrid...wasn't what I was expecting...will never try it again, though and would definitely buy it as a gag gift. lol. I was expecting Old Bay and got...crab...a little bit of spice (can't tell what it was)...and fish brine. It wasn't gag-worthy for me, though, maybe because I'm from SC.PA and grew of with crab and seafood.