I've always used Duncan Hines because I like your products. I've always used the creamy vanilla icing on most of the cakes I bake, but last night when my husband baked a devil's food cake and used that icing that said it had a new flavor, we both almost gagged at the taste. It tasted so awful! I had to look at the container to see if I'd bought the wrong kind of frosting. We threw the entire cake away. I don't understand why you would change the original taste--it was fine the way it was, but this new taste is sickening. It's hard to believe that tasters would like this. I won't be buying anything else from Duncan Hines that has the words "new flavor" on it. A disappointed customer, Marlene Smith Apex, NC User's recommendation: Don't eat that horrible new taste vanilla frosting.