Harry's Nuts axed as Liberation focuses on its relaunched brand

The new Liberation packs feature cartoon nut figures

Harry’s Nuts - the Fairtrade bagged nuts range fronted by comedian Harry Hill - has been shelved.

Supplier Liberation said it was now focusing its attention on its own brand, which it has relaunched with the introduction of two new products.

Harry Hill would continue to act as an ambassador for Fairtrade supplier Liberation, but the Harry’s Nuts bagged products would no longer be produced, it added.

However, a Fairtrade Harry Hill peanut butter made by Duerr’s would continue to be available, said Liberation, which supplies the nuts used in the butter.

The new Liberation snack line-up, which rolls out to Waitrose next month, comprises Oven-baked Chilli & Lime Cashews with Peanuts & Roasted Corn and Oven-baked Salted Cashews & Peanuts. The nuts used in the products were sourced from co-operatives of growers and farmers who own a 44% share of the company, while packaging featured two nut characters holding a Fairtrade placard.

Total sales of Fairtrade products have grown 19.5% to £694m on volumes up 15.4% [Kantar Worldpanel 52 w/e 25 November 2012].