Apparently, chocolate spread on bread is not unique to Israel. I know many Italians who have eaten nutella on Italian bread.
Israeli nutella is Kosher for Passover for ochlei kitniyot, and it has become a regular part of our Pesach routine. I enjoy it sandwiched between matzot or it goes really well when used to make sandwich cookies for Passover (I smear a teaspoon between 2 Oberlander’s chocolate lady fingers).
I also tried Elite Passover spread this year, but it tasted like chemicals and booze. Feh.