Talenti says its gelato “raises the jar” of frozen treats in one of its commercials.

“Open Talenti and raise the jar to dulce de leche (note: this dessert has its origins in Latin America and it’s made by slowly heating sweetened milk until it has a color and flavor similar to caramel) from a family recipe. Raise the jar to real ingredients. Raise the jar to flavors from real ingredients. Raise the jar to the best gelato you’ve ever tasted,” the voiceover says in the 15-second ad, titled “Core,” which features a diverse cast of people opening a jar of Talenti gelato and enjoying it.

The brand states that its gelato and sorbettos are made from scratch using high quality ingredients, carefully selected and sourced from all over the world.

The gelato range includes Talenti Gelato Layers Mint Fudge Cookie, Talenti Gelato Layers Salted Caramel Truffle, and Talenti Gelato Vanilla Fudge Cookie.

However, the inability of Talenti gelato fans to unscrew the lids of Talenti jars became famous on social media and various groups, where consumers complained about how hard these jars can be opened.