Whole Earth has become the UK’s number one peanut butter, overtaking Sun-Pat, according to the latest sales figures from IRI [52 w/e 5 December 2015].
The natural and organic food brand experienced a strong 2015, with a 16.5% growth in year-on-year sales to surpass its rival in the highly competitive peanut butter market.
The company put its success down to a number of factors, including last summer’s rebrand across its entire portfolio, September’s introduction of a 100% peanuts range, and the growing popularity among consumers for healthier, more nutritious foods.
Whole Earth, which is owned by Wessanen UK, hopes to capitalise on its new position by elevating awareness of peanut butter as a strong natural source of protein and fibre. It plans to invest £2 million in promotional activity during 2016. An extensive outdoor campaign is scheduled to begin in the spring, focusing on reaching consumers in London and the South East.
“We’re seeing a definite trend towards UK consumers wanting to become healthier, fitter and stronger in order to enjoy a fuller, longer life,” said Adele Ward, Whole Earth brand controller at Wessanen UK.
“They’re actively seeking out natural sources of nutrition to achieve their goals, especially those without the ‘nasties’ of artificial additives and sugar. People are increasingly realising that there are many great ways to get a natural protein fix with peanut butter throughout the day.”
David Atkinson, managing director, grocery, of Sun Pat owner the Hain Daniels Group, said: ”Naturally, share can fluctuate with distribution changes and promotion periods. However, the latest data shows that Sun-Pat continues to be the nation’s favourite peanut butter in both value and volume.” [IRI 52 w/e 26 December 2015].