It's Molasses sugar that's not refined. Most brown sugars are actually refined white sugar which has had an amount of colouring and molasses added to make it appear to be more primitive than it actually is. When you taste Billiningtons you can taste how strong the flavour of molasses should be. It's amazing it only has a mellow sugary sweetness but it's strong molasses flavour is very dark with a good tinge of liquorice.
It is actually quite tempting to eat it raw out the box and it goes very well with porridge. I'd actually go so far as to say as it's the best possible sugar to put in a porridge or a rice pudding.
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