This tastes like whipped, melted strawberry ice cream! It's just scrumptious. It's soft enough to dip cupcakes to frost them, but with a little refrigeration it's firm enough to frost with a spatula or to pipe. The food coloring is necessary if you want pink frosting because there is not enough strawberry preserves in this to turn it pink. Speaking of pink, I used Himalayan Pink Salt. Love the stuff!