Bright Morning: The Original Israeli Chocolate Spread

Bright Morning: The Original Israeli Chocolate Spread

I Paid: $2.49 for an 8-ounce jar (prices may vary by region)

Taste: 1 stars

Marketing: 3 stars

It’s difficult not to be tempted by a product that promises, in essence, to present a fresh, exotic spin on Nutella. If you’ve not yet tried Nutella (a hazelnut-cocoa spread ideal for pairing with crêpes or peanut butter, among other things), you haven’t yet lived—it’s marvelously good for a straight-out-of-the-pantry spreadable snack and has spawned its own side industries, including a dedicated Nutella food cart. Thus, it’s exciting to spot jars of Bright Morning: The Original Israeli Chocolate Spread at a local grocery store and wonder what new riff it’ll bring to the world of Nutella-like edibles. The Israeli connection is also promising: Based on a couple of trips to the Middle East, I’d describe Israeli food as balanced, simple, fresh, and generally terrific.

But Bright Morning is tremendously disappointing. The Dark Chocolate variety is gritty and oily with little cocoa depth. The Cappucino & Chocolate version is aggressively coffee-flavored at first but fades quickly into an almost Sanka-like one-dimensional artificial coffee flavor. Denser than Nutella, Bright Morning also lacks Nutella’s adept balance between cocoa and nuts, neither flavor overwhelming and both perfectly complemented by the smooth, creamy texture.

Back to the drawing board, Hashachar Ha`ole Company—if you can productively spin off a new Nutella-ish product, the world will be your kosher oysterlike object … but that’s a big “if.”

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