I've been using Cliff or Gu gels for years. I tried these and I doubt I'll ever go back to other gels.
Texture: These are more liquidy than Gu or Cliff, so they're easy to swallow.
Taste: I've tried both the Double Espresso and the Citrus. Neither has an overpowering flavor, but I'll stick with the citrus. IMHO it tastes better. Also, again IMHO, these taste better than the Cliff or Gu products. The taste is not as strong.
Performance: Even with the caffeine, the "energy boost" seems to come on more slowly and last longer than Cliff or Gu.
I like these because they are formulated so that you do not have to take in half a bottle (or more) of water in order to reap the carbohydrate absorption and prevent gut issues. I got the Double Expresso flavor with caffeine, which I think tastes pretty good. I don' t prefer overly fruity/sweet flavors in sports hydration & nutrition. The packets are just right for jersey pockets and are easily to consume one-handed. Great stuff all around.