Pip & Nut NPD including Chocolate Coconut Hazelnut Butter

Premium nut butter brand Pip & Nut has become the latest to take on Nutella, adding its first chocolate-based spread.

The limited-edition Chocolate Coconut Hazelnut Butter will roll out on 5 June alongside three other new variants: Crunchy Peanut, Crunchy Almond and Honey Almond. They will be joined on shelf by Crunchy Maple Peanut – now a permanent feature in the Pip & Nut lineup after being introduced a year ago as a limited edition.

The two peanut variants have an rsp of £2.30, while the other three spreads are £3.95. All five come in a 225g pot.  

The launch comes with Pip & Nut on track for a rise in turnover this year to more than £6m, said brand founder Pippa Murray. The new chocolate variant would “bring a sense of fun to the nut butter category” she added.

Last month, rival nut butter brand Meridian unveiled Cocoa & Peanut and Cocoa & Hazelnut spreads in the hope the NPD would be “a direct competitor to Nutella”.