The Grocer’s New Product Awards 2022: Jams, Spreads & Preserves

Winner – Whole Earth Drizzler Super Smooth Peanut Butter 

This squeezy peanut butter concept from Whole Earth was a huge hit with our judges. Built off the back of solid consumer insight on the sticky challenge of getting the last of the peanut butter out the jar, the brand’s solution (a first in the UK) was not only “excellent” and “innovative”, but brilliantly executed too, judges said.

Every element of the delivery was high quality, they said. Thanks to a unique production process, it performed exactly as described with peanut butter being easy to drizzle, giving the brand a clear point of differentiation within the nut butters category.

The peanut butter itself, made from 100% nuts, was also “excellent”, they said, with a slightly runnier texture that tasted delicious and was genuinely ‘drizzable’.

Finalists:

• Pip & Nut Sweet & Salty Crunchy Peanut Butter
• Whole Earth Drizzler Golden Roasted Peanut Butter 

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