Peanut butter is to welcome a new functional entrant with an Omega-3 enriched product from Down Under.
Mayver’s Australian Peanut Butter, which contains small amounts of fish oil, will be available in both smooth and crunchy and is free of gluten, cholesterol and sugar.
The peanut butter, produced by Australian functional food specialists Ancient Distributors, will be available in the UK from August 1. UK distributors the Open Door Sales Agency said it was talking with most multiples about stocking the peanut butter at an rsp of £1.69 to £1.79.
A spokeswoman said the launch would be backed with ads in the trade and women’s press and supported by educational initiatives and sampling.
She added: “This sector has had brand extensions, but this is the first real innovation.”