Source: KP Snacks
100% Nuts has debuted in Smooth and Crunchy (rsp: £4/340g)
Whole Earth has taken another stab at palm oil-free peanut butters in a bid to stem volume declines.
100% Nuts in Smooth and Crunchy (rsp: £4/340g) has rolled into Waitrose.
Containing roasted peanuts only, the spreads catered to growing consumer demand for simple and natural recipes, said Whole Earth.
“Whole Earth has been at the forefront of peanut butter innovation since its inception,” said Whole Earth business unit lead Andrew Marchant.
Expanding the portfolio with palm oil free spreads was “a natural progression, delivering greater choice for consumers”, Marchant added.
However, this isn’t Whole Earth’s first attempt at palm oil-free peanut butter; it launched Smooth and Crunchy iterations in 227g jars in 2018.
Whole Earth is currently the category-leading nut butter brand, but it has suffered double-digit volume losses year-on-year over the past two years [NIQ 52 w/e 7 September 2024 & 52 w/e 6 September 2025].
Meanwhile, number two brand Pip & Nut – which is palm oil free – is nipping at its heels, having enjoyed double-digit volume gains in the year to 6 September 2025 [NIQ].
100% Nuts is Whole Earth’s first major launch since it was acquired by KP Snacks from French-owned group Ecotone UK in November 2024.
It coincides with the brand’s ‘Breakfast Better’ campaign, live now across OOH, social media and digital channels.
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