Plant-based snacking startup Superfoodio has unveiled its own take on Reese’s-style peanut butter cups.
Called Better Cups, the NPD boasts a creamy peanut butter filling encased in a peanut butter shell, rather than “sugar-laden chocolate that takes away the goodness”.
The treats are available in Original, No Added Sugar and PB & Jelly variants (rsp: £1.80/30g). All are vegan and gluten-free with no palm oil.
Original has rolled into over 130 Co-op stores nationwide. All three variants have launched DTC via Amazon and Superfoodio’s website, with further retail listings to be confirmed.
They join Superfoodio’s range of peanut butter buttons, which launched DTC in 2021 and recently hit Tesco shelves nationwide as part of the second cohort of brands in its 2024 Accelerator Programme.
“Seeing the incredible response to our Peanut Butter Buttons range, we knew Superfoodio fans wanted more better-for-you treats,” said Superfoodio co-founder Jagir Mankodi.
“After a year in development, our Better Cups have arrived to shake up the confectionery aisle and spread the peanut buttery goodness,” Mankodi added.
Better Cups are primed to capitalise on shoppers’ growing appetite for peanut butter. Its overall value is up 5.9% to £155.8m on volumes up 2.9%, according to NIQ data used in The Grocer’s Top Products 2024 report [52 w/e 7 December 2024].
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