Peanut butter brand Whole Earth has launched what it claims is the UK’s first peanut butter packed in a squeezy bottle.
It has launched a duo of ‘Drizzler’ flavours – Classic Roasted Super Smooth Peanut Butter and Golden Roasted Super Smooth Peanut Butter – into 320g tubes, which will hit Waitrose next month (rsp: £3.30).
The flavours were developed with a “unique production process”, claimed the brand, designed to offer a runnier texture. The bottles themselves are made from 100% recycled materials, aside from the caps. Both the bottles and the caps are recyclable.
They contrain no added sugar and are billed as a natural source of protein and fibre.
Whole Earth marketing & category director Bryan Martins said the NPD “expands peanut butter into new and exciting occasions, from breakfast to snacks and dinner”.
It will be backed by a £1.5m marketing push across in-store, out of home, digital and PR.
It isn’t the first time Whole Earth has explored alternative formats for peanut butter. As far back as 2013, the brand launched its peanut butter into squeezy sachets that could be squeezed directly into the mouth or into sandwiches.
Last year, it launched a smooth honey peanut butter designed to bring “two powerhouses” together into one spread.
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