Analyst Report: Upgrade for access Tbh Brings Celebrity Power to the Chocolate-Hazelnut Spread Market

Tbh -- co-founded by Stranger Things actor Noah Schnapp -- is a selling healthier, vegan alternative to Nutella. But the team may have some growing left to do.

Company: tbh
Security Type: SAFE
Valuation: $15,000,000
Min Investment: $50
Platform: Republic
Deadline: Jan 20, 2023
Teddy Lyons - January 17th, 2023

A Strange New Competitor

Today, we’re going to be talking about two of the most famous things in the world: Nutella and the Netflix show Stranger Things

What could these two possibly have in common?

Well, a star of Stranger Things has founded a company to compete with Nutella. 

That’s right. Noah Schnapp (or “Will Byers,” as you may know him) is the co-founder of a hazelnut-chocolate spread company called tbh. But before we get into the nitty-gritty of Noah’s company, let’s set the stage by running through the history of Nutella. 

Nutella, launched in 1964, is perhaps one of the most famous brands in the history of the world. You’d be hard pressed to find people who haven’t heard of it. It absolutely dominates the entire chocolate spread market with around 54% global market share. That makes sense. People love it. And because of that, the company has not changed its chocolate-hazelnut recipe whatsoever for nearly 60 years. 

However, Nutella was launched during an era when cigarette commercials boasted that “doctors smoke Camels.” So it should come to no surprise that the spread’s aging recipe is extremely unhealthy. 

And with millennials and Gen Z more focused on health and wellness, Nutella is in danger of losing market share. While its dominance currently continues, it’s never been this vulnerable to disruption.

Pay Annually - save 17%

This content requires: Edge

Data-driven startup investment ratings, AI analyst reports, and portfolio company exit and failure tracking

30 /month
25 /annually

What's included

  • Everything in Free plus
  • Data-driven investment ratings and AI analyst reports
  • Advanced company search table (with ratings and reports)
  • Markets page filters and historical industry data
  • Startup investment exit and failure tracker

Recent Analyst Reports

Analyst Report
Teeccino Is Ready for Explosive Growth

Teeccino Is Ready for Explosive Growth

Teeccino, a coffee alternative, has achieved product-market fit and is looking for explosive growth in the coming years.

Teddy Lyons Teddy Lyons

Teddy Lyons

Analyst Report
Zencastr Tackles Advertising and Monetization Problems for Podcasts

Zencastr Tackles Advertising and Monetization Problems for Podcasts

Zencastr, despite having just a few months of runway, has an impressive product that solves some major pain points for podcasters.

Olivia Strobl Olivia Strobl

Olivia Strobl

Analyst Report
Skillest Brings Golf Amateurs and Pros Together in the Best Way

Skillest Brings Golf Amateurs and Pros Together in the Best Way

Remote golf coaching app Skillest is attracting a growing population of golfers with enthusiastic coaches and free advertising.

Teddy Lyons Teddy Lyons

Teddy Lyons

Give your startup investing an edge by creating a free KingsCrowd account and getting started today.

Get a free weekly Pitch Review!

Sign up for our 3 minute newsletter with fresh takes on the top-rated investments and key startup trends you should know.

We care about the protection of your data. Read our Privacy Policy.