In a 50g serving you get all the good stuff and none of the sugary rubbish from typical cereals. The high protein keeps me satiated for longer than normal cereals would and tastes just as good. Plus, plenty of choice of flavours so it doesnt get boring. Great as a breakfast or snack late at night when I'm peckish. Above all, I feel better about what I'm eating and know that it's better for me as I try to eat a little healthier in my late 40's. It might cost a little more, but before, I'd end up eating more normal cereal just to last until 10am then end up craving snacks, ending with nowhere near the same nutritional value that my body actualy wnted. It's just better cerial.