Whoa, these smell and taste different than our Cheetos here (in US), not as heavily colored, too. They have the Japanese powder cheese flavor that you find in their steamed cheesecakes and other snacks. When I first opened the bag, I was a little put off by how pungent the smell was...then I ate a few and am now a fan! I recommend eating with a chopstick to avoid getting the powder and odor on your hands and under your nails.