Israeli Riff on Nutella Falls Short

Published on Wednesday, November 3, 2010, by James Norton / Edit Post

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."

James Norton edits the Upper Midwestern food journal Heavy Table. He's also the coauthor of a book on Wisconsin's master cheesemakers. For his Supertaster Daily videos, he samples offerings from supermarket aisles and fast-food menus. (Click here to see all of James's previous Supertaster work.) You can follow him on Twitter and fan him on Facebook.

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POST A COMMENT |10 Comments

COMMENT

  • That isn't authentic Israel choc. spread ... Head into any Kosher grocery in a Jewish neighborhood and pick up some real stuff. It's AMAZING!!!!

  • Typical anti-Israeli sentiment. This review is clearly a not-so-cleverly disguised critique of the current military occupation of Palestine.

    I foresee legal action taken against CHOW and its subsidiaries in the near future. You've made powerful enemies today.

  • Bright Morning is the branding of the HaShachar HaOlah product; as others have noted its not a stand in for Nutella- there is no hazelnut in the classic formula. Moreover, you likely have the dairy free (pareve) product. We have both in our house (Kosher) and though Id like to have Nutella - with rampant nut allergies amongst children this is a great second.

  • Too bad they can't teach the orangutans to work in the nutella factories - 2 birds one stone!

  • I'd bet that the Israeli product is "pareve", that is, non dairy so it may be eaten by those who observe the laws of Kashrut and do not eat dairy products after consuming meat or poultry. There is an Israeli dairy chocolate spread that's half white and half milk chocolate. Now THAT's good! :) (Just not sure where to find it in the States...)

  • The chocolate/hazelnut spread from Le Pain is pretty dope, but really haven't had real Nutella in ages!

  • It's unfortunate that Nutella uses Palm Oil, as the major palm oil plantations in Borneo are created by destroying the primary habitat of orangutans. People should educate themselves and be aware of the global impact of their food choices.

  • Nutella as benchmark? I think not.

    The Italian firm Baratti & Milano make the best chocolate/hazelnut spread by far. Stiff enough to spread or spoon, amazingly satisfying, silky smooth. This is to Nutella as (insert your favorite artisan bakery) bread is to Wonder. Nutella doesn't come close, but unfortunately, it's got name brand recognition and you can find it at the grocery store. Look for...+READ

    Nutella as benchmark? I think not.

    The Italian firm Baratti & Milano make the best chocolate/hazelnut spread by far. Stiff enough to spread or spoon, amazingly satisfying, silky smooth. This is to Nutella as (insert your favorite artisan bakery) bread is to Wonder. Nutella doesn't come close, but unfortunately, it's got name brand recognition and you can find it at the grocery store. Look for Baratti & Milano at online purveyors of Italian specialty foods or at a good Italian deli or grocery. It makes a fine hostess gift.-COLLAPSE

  • Being Israeli, I can't recall any spread that we have that is like Nutella.
    We do have chocolate spreads, but none of them is nutty in any way (no pun intended).

    There are a few decent chocolate spreads here, but the classic one is called "Hashachar", which I believe is what "Bright Morning" is. Many people here in Israel adore this spread, and I believe this to be because of nostalgia, not...+READ

    Being Israeli, I can't recall any spread that we have that is like Nutella.
    We do have chocolate spreads, but none of them is nutty in any way (no pun intended).

    There are a few decent chocolate spreads here, but the classic one is called "Hashachar", which I believe is what "Bright Morning" is. Many people here in Israel adore this spread, and I believe this to be because of nostalgia, not taste, since this was the only chocolate spread around when we were little.

    I personally try to avoid this spread. It tastes more like cocoa mixed with oil and sugar than a real chocolate spread, and doesn't resemble Nutella the least.

    Also, we don't have any kind of flavor other than the basic chocolate in this spread.-COLLAPSE

  • I haven't tried Bright Morning, but I think that Chocoreale's nutella-like products are incredible. They're also dairy-free and all-natural, but don't let that deter you. If you can find them . . . they're European and not widely marketed in the US.