Food distributor Surya has taken on a peanut butter brand rejected by TV’s Dragons’ Den.
Surya is hoping to inject life into the “static” UK peanut butter market with the Wild Peanut brand from entrepreneur Akeem Ojuko. The brand, which appeared on the BBC show in August but failed to secure investment from the Dragons, comprises five flavours - chilli, cinnamon, honey, chocolate and banana (rsp: £4.20/450g jar).
Launched as a “healthier, tasty” alternative to existing brands, the premium products contain no additives, preservatives or palm oil.
The newcomer also had a “cooler edge” that would help bring younger consumers to the category, which had been static in terms of innovation, said Surya MD Harry Dulai.
“We decided to bring the brand under our umbrella as part of a wider strategy to grow the UK market, which is miles behind the US where peanut butter is used as more than just a spread,” he said.
Surya, which already distributes a selection of speciality peanut butter brands, was currently developing a range of peanut-based snacking products, to be launched during the next couple of years under The Wild Peanut banner, Dulai added.
The distributor is hoping to reveal its first listing shortly and is currently in talks with the major supermarkets with a view to launching The Wild Peanut into grocery from January.
“The responses from buyers who have recognised the brand’s potential have been fantastic,” said Dulai.