The vegan spread is gluten-free, has three times more protein than other hazelnut spreads, and is 50% less sugar than the category leader.

Noah Schnapp is launching a vegan and sustainable alternative to Nutella.

The Award-winning Canadian-US actor known for his portrayal of Will Byers in Stranger Things teamed up with ‘purpose driven’ Umana Venture Studios – to launch his brand TBH (To Be Honest).

The new product idea came after Schnapp, who loves hazelnut spread on toast, learned that his favorite snack contains palm oil – a leading cause of deforestation and habitat destruction and other eco-damaging ingredients.

According to the company, the vegan nutella is gluten-free and kosher. It also has 6g of protein – three times more protein than other conventional hazelnut cocoa spreads – and 50% less sugar than the category leader.

Furthermore, the cocoa sourced for the recipe is UTZ-certified – a label, which stands for more sustainable farming and better opportunities for farmers, their families, and our planet.

Speaking about the new product, Schnapp said: “TBH is inspired by honesty. It’s about being transparent with ourselves about what we’re actually consuming, and then making a change for the better.

“Hazelnut spread on toast has always been my favorite comfort food, but of course, when I was a kid, I didn’t realize that my snack habit wasn’t very good for me or the environment.

“Once I found that out, I wanted to create a new take on hazelnut cocoa spread with honesty and sustainability at its heart, and found the perfect team to help that vision come to life.”

Planet conscious Gen-Z consumers

According to recent reports, young people are leading the charge toward plant-based living.

A recent survey showed that a majority of young people (aged 15 to 20) were taking action to tackle the climate crisis. Around 26% of participants said they transitioned to plant-based eating to help protect the planet.

A separate BritainThinks report concluded that Gen Z are mostly likely to be vegan or vegetarian. It also noted that more than a third of Gen Z vegetarians follow a meat-free diet for its lower impact on the environment.

Products better for you and the planet

Echoing Gen Z’s climate conscious sentiment, Schnapp in an interview with Forbes said: “Transparency is definitely a major part of TBH.

“This is super important for Gen Z [consumers] as I’ve noticed they like voting with their dollars. They want products that are better for you and better for the planet.”

“I feel lucky to be in a position where I can help my generation make a difference through simple pantry swaps like TBH,” the 17- year-old added. 

To further TBH’s sustainability goals, the product which has been under works for over a year will also come in eco-friendly packaging, including a jar made of recycled materials and a box that plants 20 times more trees than it takes to create in order to further the brand’s sustainability goals.

TBH will be available online at www.snacktbh.com  from 1st November. 

• Read: Burger King opens its first 100% veggie restaurant

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