Okay when I saw the store I didn't know what it was. I never heard of it before. There were samples out and I tried the sample with the popcorn. The oil that was used was White Truffle Olive Oil. I walked out with my sample and shopped around. I ended up turning back around three times to get more samples!!!! I had no idea how good it would be. It was so wonderful. I've been thinking about those oils since I left. I've been kicking myself because I didn't purchase it while in the store so I have to order online. It is so worth it and I've never had anything like that in my life. It was great and if you love to cook as much as I do, you would have as many of these oils as you could for your recipes. I can't wait to try them all!