Premium nut butter brand Pip & Nut is making its first move beyond the spreads category – launching a three-strong lineup of almond milk drink.
Set to land on shelf from 24 June, the ambient NPD contains no refined sugar and has a golden colour from the use of roasted almonds. It will be available in honey & vanilla, coconut and unsweetened (plain) variants (rsp: £2/one litre).
The launch came in response to the “astonishing” growth in almond milk products over the past year, said Pip & Nut. With the sector’s sales up 20% to more than £68m, it was the “perfect time” for a range “designed to step away from the functional offering currently available in order to continue to push the category forwards”.
Brand founder Pippa Murray added: “We intend to do what we have managed to deliver in the spreads fixture to the almond milk aisle: add incremental sales to the category with our playful, lifestyle brand that focuses on delivering flavour over function.”
Pip & Nut was on track to hit a retail sales value in excess of £9m this year, a year-on-year increase of more than 100%, Murray added.
Earlier this month, the brand rolled out its first chocolate-based spread as a limited edition.
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