Source: KP Snacks
100% Nuts has debuted in Smooth and Crunchy (rsp: £4/340g)
Whole Earth has launched a duo of palm oil-free peanut butters in a bid to stem volume declines.
100% Nuts has debuted in Smooth and Crunchy (rsp: £4/340g), both of which have rolled into Waitrose today (10 November).
They contain no salt or other ingredients except peanuts.
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 a new 100% Nuts format is a natural progression, delivering greater choice for consumers.”
The launch coincides with Whole Earth’s ‘Breakfast Better’ campaign, live across OOH, social media and digital channels.
The campaign was “a rallying cry for consumers to wake up to the power of peanut butter at breakfast”, said Whole Earth.
Whole Earth was the category-leading nut butter brand last year, but it lost £2.3m of its value last year as volume sales plummeted by 11.2% [NIQ 52 w/e 7 September 2024].
Meanwhile, number two and three brands Meridian and Pip & Nut – both of which are palm oil free – saw volumes grow by 9.3% and 40.3% respectively, cashing in an additional £7.3m.
Shoppers’ growing preference for palm oil-free nut butters appears to have supercharged Pip & Nut’s growth, in particular.
According to NIQ EPoS data, it has since overtaken Meridian and Whole Earth to take category supremacy with 15.8% share [Q2 2025].
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.
The deal was KP Snacks’ first major acquisition since it bought Tyrrells from The Hershey Company in 2018.
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