I just bought a jar of this for the first time yesterday, it's on sale at Fairway Market in NYC for $3.99. Holy moly, I love it! I love cinnamon biscuits from LU (I think it's LU brand.) This is like a liquid cookie. I've had 2 spoonfuls and had to stop myself. I agree I can't see eating it on toast or crackers. Perhaps on slices of fruit or in oatmeal. But I think I'm going to bake cupcakes and use it for frosting for a potluck lunch at work. Very delicious!