People Are Paying $45 for Gold-Painted Nutella for Valentine’s Day | Eater NY

"In the West Village I’ve seen a gold-painted chocolate heart called the Golden Nutella Heart at Sweet Corner Bakeshop: a heart-shaped chocolate shell painted with edible gold and filled with a whopping two pounds of Nutella, sold for $45. It’s clearly built to go viral—the satisfying snap when it’s split on camera and the abundant ooze make for irresistible Instagram content; baker Rodolfo Goncalves first shared it with one influencer on January 21, then gave away about 10 hearts to influencers, has sold hundreds more, and had reservations sold out while fielding walk-ins. The heart even got the slow-motion treatment from INSIDER Desserts, complete with someone double-fisting the Nutella-dripping halves. Despite the spectacle and smart marketing, I don’t consider it worthy of culinary awe: the filling isn’t made in-house but simply spooned from a giant food-service tub of Nutella, so it delivers the same sugar shock you can get from a $6 jar at the bodega—my verdict: don’t buy the hype." - Adam Moussa