ICONIC Protein Powder is the only protein powder I've ever had that can be simply added to room temperature water and taste delicious. Normally, with most other proteins, I have to "hide" the flavor by adding peanut butter, bananas, etc. This stuff is great even on it's own (and it's also great WITH peanut butter and bananas to boot!) . On top of the taste, I love that it's lower calories than most and has zero sugar - how do they do that?