This is NOT pure cacao powder. It is a light colour, rather like drinking chocolate and smells of drinking chocolate powder - it has a very sweet, sugary, chocolate-vanilla aroma, without the intensity of cacao. Most people leaving good reviews simply don't know the difference. I complained to Amazon and they contacted the seller who denied it was not pure cacao and said I could return it but it would cost quite a bit due to its weight of 1kg. What are they going to do with a tub I have already opened? Incidentally, the box they packaged it in was so flimsy, it arrived with the box completely forced open by the fake cacao tub, and fortunately the tub was still inside, hanging on by the skin of its teeth! I am considering contacting Trading Standards as this is fake stuff and people are being conned. I will be contacting Amazon again to complain and refuse to fund the return postage cost for a fake product.