for me, once the briquettes go white, there is not a difference in flavor...i use wood chunks or chips for flavoring when i want that. that said, when price is equal, or even if it is only close, i avoid KBB..too may impurities and too much ash production. i enjoy RO, Stubbs, and Embers (which is RO). when Kingsford natural products go on sale, i happily purchase. also, when KBB went on sale at the Home Despot, i bought 6 bags...so, i am not completely opposed to KBB....it simply is not my preference.