Yorkshire-founded Proper Nutty is celebrating the launch of NEW Dark Roast with the brand’s first listings in Asda, adding to its growing presence across major multiple retail.
Like other products in the range, jars of Proper Nutty Dark Roast Smunchy peanut butter (280g Jar, RRP: £3.29) bring the “best of both worlds” to the premium part of the peanut butter fixture by offering shoppers both a smooth and crunchy experience.
The newcomer is rolling out now to 55 Asda stores in the county of the brand’s birth, alongside 1Kg tins of core range hero Slightly Salted Smunchy (RRP: 8.35).
“We’re delighted to finally be bringing our award-winning peanut butter brand to Asda shoppers, adding to the many fans who have already discovered Proper Nutty in Morrisons, Co-op and Ocado, and through independent and specialist retail throughout the UK,” explains Simon Greenwood-Haigh, the brand’s self-titled Chief Peanutologist.
Founded in Yorkshire in 2012, Proper Nutty set out to create a nut butter that felt and tasted hand-crafted and artisan, but on a slightly larger scale.
Choosing only peanuts that that they’re “proud of”, the team behind Proper Nutty believes in delivering a product with “the highest possible percentage of nuts to give shoppers the best nut butter experience possible”. All nuts are ground within a matter of minutes of being roasted.
“Proper Nutty is – as they say in Yorkshire – made proper and offers affordable premium at a time when people are looking to treat themselves but not break the bank,” adds Greenwood-Haigh.
“As well as attracting shoppers who want to trade up, we are also finding that a growing number of people are trading out of almond and cashew nut butters and turning to premium peanut offerings. That way they can still treat themselves, but on a smaller budget.
“We keep things proper simple, so we only buy the best, single origin, ethically sourced, high-oleic peanuts[1], which are then roasted before being ground good and proper before going straight into plastic free packaging within no more than two hours, making Proper Nutty the only ‘bean to cup’ peanut butter available.
“In short, we make peanut butter for shoppers who want a better product made in a better way, all whilst offering an affordable trade up from inferior products.”
The brand’s growing commercial success would certainly back this up.
“We have grown our footprint substantially and are currently growing in value by +80% year on year[2] . We’re also the top rated and most reviewed nut butter brand across Ocado and Trustpilot, adding to our first Great Taste Award win in 2020.”
The full range of Proper Nutty products is available to order via distributor RH Amar.
Available in original Smunchy, NEW Lightly Salted Smunchy, Proper Crunchy, Yorkshire Roast, and NEW Dark Roast (featuring dry roasted, salted nuts for a deeper flavour), all are free of palm oil, contain no added sugar, are suitable for those following vegetarian and vegan diets, and come in plastic-free packaging.
[1] Proper Nutty sales out data – October 2022 to September 2023
[1] High-oleic peanuts have a high amount of oleic fatty acids. That’s the “good fat” found in olive oil that is believed to help lower bad cholesterol, raise good cholesterol, and promote good cardiovascular health
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