Whole Earth, the natural and organic food brand owned by Wessanen UK, has expanded its healthy nut-butter portfolio with the launch of a new Almond Butter – the brand’s first non-peanut based spread.
Perfectly complementing Whole Earth’s existing product line-up, the new, smooth Almond Butter is aimed at health-conscious consumers looking for a tasty, wholesome and highly nutritious spread.A great source of energy, Whole Earth Almond Butter is naturally high in protein, fibre and vitamin E, making it ideal for those with an active lifestyle. Protein also supports the growth or maintenance of muscle mass and maintenance of normal bones, while Vitamin E contributes to the protection of cells from oxidative stress.
The launch comes at a time of continued growth for the UK’s market-leading peanut butter brand. Whole Earth’s value sales have grown by 26% year-on-year [source: IRI 52 w/e 21 May].
The almond butter category is also experiencing exceptional growth, with sales rising by 138% over the last three years (IRI 156 wks from w/e 23 May 2015 – w/e 20 May 2017).
The new product is the latest step in Whole Earth’s highly successful ‘Nature’s Wonder-Fuel’ campaign, which focuses on supporting healthy lifestyles with wholesome, all-natural products.
Commenting on the launch, Kirstie Hawkins, Whole Earth brand controller at Wessanen UK, comments:
“Whilst peanut butter sales remain in strong growth, consumers are becoming more knowledgeable and expanding their nut butter repertoire – making it an ideal time for Whole Earth to expand our portfolio. The popularity of almonds continues to rise, and we are pleased to bring our own distinct approach to this fast-growing category.
“We are now a nation of nut butter lovers, and there’s great appetite for highly versatile, protein-rich spreads. We are fiercely committed to innovation, developing and diversifying our portfolio with highly nutritious, top quality spreads that meet all consumer needs.”
To support the launch, Whole Earth will be engaging its extensive social media community with a host of competitions. The brand will also be developing and sharing almond butter recipes to demonstrate the flexibility and diversity of the new spread.
The launch of Whole Earth Almond Butter is the next step in the brand’s strategy to support healthy lifestyles and target fitness fans. Earlier this year Whole Earth announced that it had increased its involvement in sport and developed two new partnerships; one with Reebok and one with England Netball. In June, the brand sponsored to key sporting events; Man V Horse and the Leeds Triathlon, which was televised for the first time.
Whole Earth’s new Almond Butter is now available to purchase in Waitrose (RRP £4.49/ 227g). New POS has been created to support the launch and will be in Waitrose stores during the first eight weeks of launch.
The brand is also looking to introduce the spread to health food shops, and other independent and multiple retailers later in the year.