There's no denying it, the taste is strong, but it's certainly not unpleasant, and I personally find them much nicer to take than the shots. To mask the strong beetroot flavour, they're very sweet indeed, but to someone with a sweet tooth, this is no bad thing!
It's worth bearing in mind that you're not only getting the nitrate benefits of the shot, but also a slow-release energy packet in the form of the 50% oats content. I've switched to these instead of the oats and I find them a great addition to my arsenal of dietary means for maintaining a healthy BP. Highly recommended, as long as you don't mind the sugar kick.