Okay I had to find out what all the fuss was about. http://picky-palate.com/ and http://www.kevinandamanda.com/ have been talking about this Biscoff Spread for a while and I had never heard of it. So yesterday I was at the grocery store and spotted the jar next to the peanut butter and jelly. I splurged and bought it. (it's not cheap). Today I opened the jar and scooped some up in a spoon and had a little taste. It is quite good. I would say better than peanut butter. I could see using it in recipes. Picky palate has one for White Chocolate Biscoff blondies and I know I saw a recipe for Biscoff Pancakes. I still think Nutella is heaven in a jar, but Biscoff could come in second place.