Turkey’s confectionary makers will offer U.S. President Barack Obama and other world leaders Turkish delight in an effort to win a wider market for the product.

Producers of the cubes of confections based on a gel of sugar or starch and including pistachios or nuts and known as Lokum in Turkish, will spend 3.8 million liras ($2.1 million) to have world leaders taste it through campaigns worldwide, said Zekeria Mete, head of the Turkish Promotional Group for Confectionaries, in an emailed statement.

Turkish confectionary products worth $2.05 billion were exported last year, mostly to the Middle East, Africa and South America, Mete said.

To contact the reporter on this story: Ercan Ersoy in Istanbul at eersoy@bloomberg.net

To contact the editor responsible for this story: Benedikt Kammel at bkammel@bloomberg.net