ManiLife glass jars

Source: ManiLife

The new 275g glass jars rolled into Sainsbury’s this week

ManiLife is transitioning its 275g peanut butter SKUs into glass jars.

Deep Roast Crunchy, Deep Roast Smooth, Original Roast Smooth, Rich Cocoa Crunchy, Rich Cocoa Smooth and Original Roast Crunchy have already hit shelves at Sainsbury’s in the new packaging, which is made from 60% recycled glass. They will roll into the brand’s webstore on 16 January.

According to ManiLife, the move to the bespoke glass jars – which are shorter and wider than standard tubs – had been driven by consumer demand and the desire to build “a reusable packaging loop”.

“We’ve designed these jars for the ultimate peanut butter experience,” said ManiLife founder Stu Macdonald.

“They’re short and wide, which means stirring is genuinely a pleasure and spooning every last morsel out of it is utter bliss.

“It can be common for the standard thought process for brands in food and drink to go tall and thin because it can give the impression that the pack is bigger than it is – it’s nice to be authentically going against the grain.”

The new jars also feature a “bolder label design”, intended to improve standout on shelf. ManiLife’s 1kg tubs and mini pots will remain in their original plastic packaging, but will be rebranded with the new-look labels later this year.

It comes after the brand expanded beyond its peanut butter heartlands for the first time last month, with the launch of its cocoa-dusted snacking peanuts.