Upon opening the jar, it smells like sweetened applesauce and has a creamy, soft texture. The apple butter tastes like a sweetened applesauce as well (but alas! no added sugar!), but is much thicker and not “grainy” as applesauce can sometimes be. It also has a hint of cinnamon flavoring in the background. To bring that flavor out, I added a heaping tablespoon to the whole jar and just a wee bit of nutmeg, and mixed it throughly. After doing so- the flavor was incredible! Cinnamon-y, apple-y, butter-y!