Pioneering organic food brand Whole Earth is launching Choc & Nut, the UK’s first organic peanut butter made with dark chocolate chips. The launch is the latest in a series of initiatives which reinforces Whole Earth’s position as the UK’s leading organic food brand. Worth £3.3million, Whole Earth Peanut Butter is currently up by 10 per cent (IRI 52 w/e 26th Jan 08) outperforming both the total spreads (+6.6%) and the peanut butter (+1.9%) categories. Whole Earth Choc & Nut Butter is being introduced to build on this performance and strengthen the brand’s position within the sector.
The total sweet spreads category is worth £266million (+6.6% YOY – IRI data). Within that, Peanut Butter and Chocolate Spread combined are worth £43.8m. Both Peanut Butter and Chocolate Spread are in growth. In the UK, almost one in three households buy peanut butter every quarter.Commenting on the launch of Whole Earth Choc & Nut Butter, Senior Brand Manager Michelle Constantinou said: “With both Peanut Butter and Chocolate Spread in growth, we feel that the market is ready for a product that combines these two delicious flavours.
Whole Earth Choc & Nut is a moreish spread that is both sweet and savoury. It can be enjoyed on a variety of occasions and tastes great on bread, toast, or even straight from the jar. In the UK, we eat an average of three slices of bread a day, that’s 12 million loaves that need a spread!“Our research tells us that consumers are increasingly looking for wholesome, organic foods. Organic Whole Earth Choc & Nut fits this bill. Consumers trust the Whole Earth name and our taste tests indicate that it will quickly become a popular addition to the family shopping basket.”Whole Earth Organic Choc & Nut Butter is made from organic, naturally ripened crunchy whole peanuts and organic dark chocolate chips with 50 per cent cocoa solids.
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