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It's a mild, pleasant berry flavor.
The jam is thick/solid enough that it didn't mix into the oats the way some other kinds of jam do, and I don't think it would work well in yogurt. I want to try it on bread (or pancakes?). J djd like the little lumps of barberry flavor in some of the oats, which also had maple syrup, fresh blueberries, and pecan pieces.
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I do know that mallards like them--when we lived in Inwood, there was a mulberry overhanging the tidal marsh. The ripe berries would fall onto the water or mud (depending on whether the tide was in), and I got used to watching the ducks eat them. This has nothing to do with whether humans will like the fruit, I just found it amusing. (I also found it amusing that I took up bird watching, and started paying attention to the tides, when we moved to Manhattan.)