Aka chicory and other cereals substitute with sugar substitute and real milk.
As opposed to special occasions coffee, that is the real deal, might post later.
It’s less acidic than coffee but similarly bitter, so while I drink my coffee often black and without sugar for the chicory I find having a sweetener almost a necessity. This is a blend with rye and barley, that makes it more round. I agree with the other commenter that it tastes a bit woody. It has similar earthy tones to coffee, but I wouldn’t say it replicates well coffee. It’s its own thing.
The mug is form a company, so it just says the name of the company in binary.