This product is amazing. It actually does have an amazing hazelnut taste and smell (contrary to what others have said--the supposed "articifical" scent is from the hazelnuts, which, I imagine, is a scent most people aren't used to, especially when comparing to Nutella) and a rich chocolatey taste as well. It doesn't look like a Nutella oil slick and there's actual fibre in this product. It has a thicker texture and tastes so decadent with fruits or crackers. Aside from all that, it's organic, gluten-free and non-GMO. It's an EXCELLENT alternative to Nutella and it's less sweet. Love it.