I like this bar for several reasons:
1.) It has a dough consistency, not hard, nor chewy like other bars. It doesn't stick to your teeth, nor the roof of your mouth.
2.) The fact it's not a baked solid, I can leave it in a variety of environments and it's consistency remains. It's the summer, so if I dare leave another type of bar in my car for any period of time, it will melt and much of it's content will be stuck to the wrapper, making it very messy to eat. And if left in a cooler place, then most other bars are hard as rocks. The ZI bar tastes and feels the same on warm or cold days.
3.) It's not heavy, nor too big. Other 30g protein bars are too big, and they take a long time to get through.
The pumpkin is my favorite.