TBH is a new snacking company focused on up-ending Nutella’s position as the leading hazelnut spread. Noah Schnapp (Stranger Things), TBH is a new snacking company focused on up-ending Nutella’s position as the leading hazelnut spread by offering a unique set of product attributes and values that set it apart.
Nutella uses palm oil, well publicized for extreme deforestation in Brazil and other countries, high sugar, conventional dairy and is low in protein. TBH is the antidote to this old-school aging approach to the category. Elena Guberman was tapped to lead the business as chief executive officer. The brand, TBH (“to be honest”), debuted online last fall, offering a hazelnut cocoa spread with no palm oil and less sugar than the leading product.
Using modern manufacturing techniques and thinking, and Noah’s profile TBH has plans to become the market leader in the USA. We needed to capture the minds of Gen Z and progressive mums who are choosing better for your products.
“The fact that we had to engineer this product without palm oil, it’s actually not an easy feat,” Ms. Guberman said. “To recreate the texture without that magical ingredient is quite hard. We used the whole hazelnut, the oils of it, and sunflower oil.”
“We have a collaboration happening every single quarter this year,” Ms. Guberman said. “All of them are going to be different, and all of them will lift up TBH as an ingredient. We are continuing to connect with chefs and brands that are longing to bring in something sweet, something tasty, something rich with good ingredients as a part of something they’re already doing. Maybe it’s creperies, maybe it’s ice cream, maybe it’s cakes… Every partnership we have is a step forward to a better planet.”