It has no coconut taste at all to me, just chocolatey. I also use a virgin coconut oil. I have a hard time adding it to a lot of foods because it tastes, well, like sweet coconut. I don't eat many sweet foods because I just prefer savory things so my opportunity to add it to foods is limited and I'm not going to eat it right off the spoon.
My husband can't stand the flavor of coconut, but he sure will eat a couple pieces of this every day!