Competition is heating up in peanut butter, with Meridian unveiling a “bold new look” intended to supercharge sales.
The SHS Food-owned brand has rolled out colour-coded pack designs to help shoppers easily distinguish between its peanut butter and almond lines.
They would “drive standout and navigation in a fast-growing but busy category”, said Meridian.
Meridian is one of a handful of peanut brands that appears to have benefitted from shoppers’ growing preference for palm oil-free spreads. Its value sales rose by 13.6% to £19.3m, on volumes up 8.9% in the year to 17 May 2025 [NIQ].
“This refresh is about making a strong brand even stronger,” said Meridian brand manager Rachael Kelland.
“We’ve got a product people trust, one that’s built on quality, taste and transparency, and this new look makes it even easier for them to find what they’re looking for.”
The new-look packs will hit shelves this summer, backed by a push including digital, social media and outdoor advertising.
Despite Meridian’s gains, it was recently overtaken by Pip & Nut as Britain’s second top-selling nut butter brand. Pip & Nut’s value sales skyrocketed by almost a third (31.3%) to £20.7m on unit sales up 31.7% in the year to 17 May 2025 [NIQ].
With a retail sales value of £26.8m, KP Snacks-owned Whole Earth is the current category leader. Its sales flagged by 10% on volumes down 12.4% over the period, which some industry insiders have attributed to a behavioural shift away from stabilised peanut butters containing palm oil.
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