Not sure what all the hype is about. Yeah they are easier to take and taste a lot better, but they are far from a complete multi-vitamin. These are fine for my daughter, who is healthy, to get a few extra vitamins. For myself, I would rather take a full vitamin/mineral supplement to get what I need. They are quite costly too. When you first open them they are quite soft and fresh, but by the time you get towards the end they get harder and chewy.