The spreadable chocolate market grew by 7% in tonnage in 2023, reaching 48,821 tons, and by 70% in revenue, reaching 8.9 million TL. This market includes global brands like Nutella, as well as local players such as Çokokrem, Torku, and Sarelle. However, when examining hazelnut content, it was evident that these brands had a maximum of 13% hazelnut in their formulations. Recently entered niche brands like Tadıbu and Züber offered higher hazelnut content but remained limited in market penetration. Tadelle, on the other hand, is an iconic brand that bridges generations and leads the hazelnut chocolate bar category. According to a qualitative research report conducted in October 2023 with Gen Z (n=36), young consumers were familiar with Tadelle and expressed interest in seeing the brand expand into new categories. Tadelle differentiates itself in the market with its unique formulation and high hazelnut content. With this in mind, we decided to transform Tadelle's distinctive identity into a spreadable chocolate product, bringing it to consumers in a new form. It includes by 36% hazelnut pieces in its formulation. It is creamy and it can be consumed by spoon or spread on bread

It has unique taste with creamy form. When you eat it, you can surprise with the hazelnut pieces. The sugar concentration is balanced. The texture is very smooth.it can be consumed by spoon or spread on bread.