Our Story

Josh never set out to reinvent halva. He simply fell in love with sesame.

Years ago, he was a young cook chasing flavor across the world: simmering broths in Tokyo, grilling beneath the stars in Tel Aviv, tasting spice-laden street food from Marrakech to Istanbul. He trained with master chefs in Michelin-level kitchens. He learned that every culture has a way of transforming humble ingredients into magic. But nothing captivated him quite like sesame.

In bustling Middle Eastern markets, he discovered fresh-ground tahini so fragrant it felt alive. He learned the ancient craft of stone-grinding sesame until it turned glossy and warm. He learned to make traditional halva and noticed a secret moment that no one talked about.
Not the final confection.
The moment before.

That fleeting stage when the sesame is still warm, silky, and slow-churned. When it tastes like liquid gold. When its texture is luscious enough to make you close your eyes. Josh realized that this was the real treasure.

So he chased it.

Back home, he worked with some of the world’s most inventive chefs. He obsessively crafted and recrafted recipes at 2 a.m., grinding seed after seed until he found a way to capture that ephemeral moment forever.
Slow-churned.
Creamy.
Completely craveable.

This became Hellava. A modern celebration of global flavor, Middle Eastern tradition, and bold culinary playfulness. Not candy. Not nut butter. Something entirely new. Spreadable halva that’s both nourishing and naughty. Wholesome and indulgent. Sesame with soul.

Today, Hellava is still chef-made in small batches using simple, clean ingredients. Every jar represents creativity, curiosity, craft, and a restless obsession with deliciousness.
Fruit, yogurt, toast, spoon straight from the jar… however you eat it, it’s one hellava spread.

Now the real fun begins.
Join our Spread Society. Become part of our inner-seed-circle as we fire up the sesame spaceship and blast into new flavors, new recipes, and new worlds of delicious.

Come taste the magic that started it all.
Slow-churned. Sesame powered. Truly unforgettable.