The UK’s fastest growing nut butter brand Pip & Nut is entering the premium impulse category with the launch of ‘all natural’ nut butter cups.
Made using Pip & Nut’s nut butter, each cup is wrapped in ethically sourced single origin Colombian chocolate supplied by Casa Luker.
The company said the innovation follows consumer research that found over 50% of Pip & Nut shoppers have a ‘sweet treat’ in the afternoons or evenings. According to feedback, 29% of Pip & Nut consumers already eat nut butter cups. Pip & Nut said this ‘showed a clear opportunity to disrupt the category and the conventional confectionery brands that reside within it’.
Founder, Pippa Murray, commented: “Time and time again we had consumers asking us to make nut butter cups, in fact some of our most engaged Instagram posts on Pip & Nut’s Instagram were those featuring nut butter cups. So, after listening to our community of fans we are so pleased to present our very own range of Nut Butter Cups. Over the last five years we’ve perfected the primary ingredient, nut butter, so it feels like a no brainer for us to bring our expertise in nut butter to this new product range and category.”
Available in three variants - milk chocolate peanut butter cup, dark chocolate peanut butter cup and dark chocolate almond butter cup - each 34g pack contains two cups.
The brand has secured strong early listings with Boots, Ocado and Wholefoods as well as independents nationwide.