Shachar Ha'Ole- Haifa, Israel

When in Rome, do as the Romans- this is the mentality that most travelers have when living abroad. As a visitor in Israel, I too try to fit in with the culture. As such, I’ve begun to do a shoulder shimmy when I dance, speak with my hands, and shove to the front of lines in public places. Even with all these things, nothing can make anyone more Israeli that having a jar of “Shachar Ha’Ole” in your kitchen cabinet. And you can bet your boots that my cabinets are stocked.

Shachar Ha’Ole (translating into “Bright Morning”) is a chocolate spread that has captured the hearts and stomachs of Israel for over 40 years. The company started as the Wideberg and Levkowich family business in the 1950’s. Originally from Haifa, which is where the company still stands today, the families decided to simplify their business and eliminate outside competition from other candies. Therefore, they focused on a fairly untapped market- chocolate spread.

Today, their only competition might be Nutella, but only due to its similar uses. After one bite of Shachar, you can understand why Nutella is not actually a threat. First of all, Shachar is made strictly from chocolate; there are no nuts in this spread, unlike the hazelnut base of Nutella. Secondly, as anyone who grew up eating Shachar will tell you, this chocolate spread is eaten with passion—simply slab it on your food or dip your spoon/finger into it, and enjoy.

A recent marketing campaign for Shachar in Israel depicts photos of proper adults eating the spread with a “Shachar smile” on their face, almost like a milk moustache, or dipping their fingers to it. The tagline, in Hebrew reads, "Enjoy like a child." This is because Shachar is reminiscent of youth and brings Israelis back to simpler times when their mothers used to make Shachar and pita sandwiches for them after school. Israelis compare their attachment to Shachar to the way Americans grew up on peanut butter—there’s probably some pb in your cabinet right now, America!

As an adult, you can still eat Shachar with your pita. Many restaurants use it to cook with and make mouthwatering confections, like chocolate cakes or icing. One boutique ice-cream shop actually has Shachar flavored ice-cream! And because this snack is kosher for Passover (permissible to eat during the restrictive diet days of Passover), it is even a welcome condiment for matzah!

Every day, the Shachar factory produces 40,000 cases of Shachar Ha’Ole. In March 2008, production increased to meet necessary demands after thieves broke into the factory and stole 100 tons of the treat! (Only one case was retrieved after this clever heist.) 

Shachar production.

Shachar production line.

 Shachar comes in a number simply delectable varieties. There is the original milk chocolate spread, as well as a bitter version, a non-dairy version, white chocolate, and cappuccino! Look out for new flavors coming out this summer. Fortunately for anyone outside of Israel, Shachar is sold in specialty and kosher stores around the world. And of course, for anyone who hasn’t had Shachar in some years, the recipe is the same one you ate as a child, so get ready for the memories to come flowing back! 

The Shachar that was in my cabinet... is now finished.