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I received a sample before it hit stores from Crowdtap. (Awesome site) We LOVED it in my house. It is smooth and creamy, quite different from what is on the market right now. It has a much smoother, lighter texture than similar type products or say peanut butter. If you love chocolate, you will most likely love this new Hershey's spread. It comes in a couple of varieties, I received the chocolate and almond kind. It went well with so many things, can go on fruits, crackers, sandwiches, with various other toppings or by itself, and so many more. Get creative if you want, or just eat it by the spoonful. Its up to you!