Surprisingly bland, and I mean that in a good way. The sweeteners aren't out of control, the texture isn't overly thick or chalky, and the cocoa flavor is subtle, if not pancake-thin, but identifiable nonetheless. Usually protein shakes slither and writhe out of their openings like a (somehow still alive) jellied eel-- and in this case, it's, well, directionally milky (but not milky) and it doesn't try to do too much. And it largely achieves that (not much). And it doesn't offend terribly in the process. Backhanded praise is still praise. A score of 2.0 is generous.