"Tastes great" or "improved flavor" claims always make me ask, "According to whom?" You should ask the same question before you switch brands and buy. This is one of those marketing slogans that drives me nuts! If it tasted so bad before, why should I believe you now? The average package in the supermarket has about one-seventeenth of a second to attract our attention, so the manufacturer will try anything to stop us and make us look, pick up the product, and put it in our cart.