I asked the same question when I first heard of the stuff. It's actually a spread made out of hazelnuts, cocoa and milk. It's a product of Canada but is distributed through New Jersey. The jar says you can use it on breads, bagels, english muffins, croissants, etc. I've never used it on any of those foods yet. I either eat it out of the jar, or put it in something sweet. It's has a high fat/calorie content- two tablespoons equals 190 calories and 11 grams of fat. But oh so worth it!