I recently started taking a short term therapeutic dose of fish oil. With the prospect of having to take literally dozens of fish oil pills a day, I reluctantly turned to liquid fish oil. The mere thought made me queasy, and the notion of supposed "lemon" flavoring to mask the fish oil taste? I was dubious to say the least. I can happily say - without a doubt - that Carlson's fish oil contains *no *fishy taste. None. Zilch. Zero. I have tried a few other brands of fish oil (with the lemon flavor), and Carlson's outshines them all in regards to taste. Another thing I do not experience with Carlson's fish oil that I did with fish oil capsules is the fish oil burps that would sometimes occur even hours after taking the fish oil. Bottled fish oil may cost more, but with the convenience of not having to take multiple pills it is more than worth it in my book. No burps, no fishy taste...Carlson's a winner in my book, and the only fish oil that I will take.