This is a really moist, delicious cake. My husband was adamant that it deserved five stars--even though he jokingly made gagging faces after I revealed the secret ingredient. I think with most people you will need to have them try (and fall in love with) the cake before you tell the secret flavor, because so many people have a knee-jerk response to veggies in their desserts. He couldn't taste the beets, though I could (perhaps because I made it and knew they were there?). I did use the other reviewers' suggestion to add 2Tbl cocoa powder, and I threw in a few chocolate chips into the batter at the end too (since my bag was almost empty anyway). We didn't think it needed any frosting, it was great with a glass of milk.
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This is a really moist, delicious cake. My husband was adamant that it deserved five...