Tough to put into words, but think late-August seafood restaurant dumpster juice, without the intrigue. Solidly misses the mark on every facet of chocolate milk (except for a nice but unnaturally bright brown coloration). The flavor is a dull, non-sweet fruitiness with zero inkling of chocolate flavor, and the texture is an odd confluence of watery but chalky and sadly astringent during the remorseful afterglow. I applaud the concept. I dig the niche. I like the branding. Hate is a strong word. I absolutely hate the flavor and drinking experience.