I am a huge cinnamon fan. I had recently learned that regular cinnamon has a compound in it that can be harmful if eaten in large amounts. Given that I eat it every day, I thought switching was a safer bet for me. This is good, but MUCH milder than regular cinnamon. I find myself using a lot more at a time than I did of the other kind. Still, given the toxicity issues with the other type of cinnamon, I'll stick with this kind from now on.