Manilife (www.mani-life.com), a multi-award winning single estate sourced UK peanut butter brand started from the founders’ bedroom in 2015, will be stocked in over 700 Sainsbury’s stores from 17th July (RRP £3.99 per 295g), building on impressive rates of sale across its five-year history and record sales levels during the Covid19 lockdown. Testament to its demand as a high-quality cooking ingredient, the brand will also launch into 246 Waitrose stores in a 1KG tub format.
Manilife currently enjoys retail sales of £5.3m annualised, is already stocked in over 270 Waitrose stores, Ocado, Amazon and Holland & Barrett amongst other retailers, and is the only peanut butter brand to have ever earned a three-star rating in the Great Taste Awards. A strength for Manilife in lockdown has been the brand’s status as the exclusive peanut butter supplier to Hellofresh, Gousto and Mindful Chef, serving over half a million branded portions through these partners in the last 3 months.
It is the only small batch production led brand of scale, the only brand to source ingredients direct from a single estate and is committed to not using palm oil in a category where it is still commonplace. In its short history Manilife has already pioneered a new variant for the category with the creation of ‘Deep Roast’ peanut butter.
Founder Stuart Macdonald is delighted with the listing “We know we bring something fresh and different to peanut butter, and we always set out to take learnings from other quality categories such as coffee, wine and chocolate where the ingredient choice – and the manufacturing process to get the very best out of those – is paramount. And although ‘craft’ can be an overused word in some sectors, it fits our small batch single estate model that is delivering that extra level of taste that people are loving.”
“In the first four days of lockdown, we sold more jars than in the whole of 2017 as people are buying into the ingredient’s versatility, health and comfort-and-quality foods in one. Manilife can be served in all the obvious ways, but also in Martinis, Smoothies, Noodle dishes or quesadillas. To us, it is about finding joy in the food we love and hopefully bringing people together in the process… though not too close together… roughly two metres.”
Overall growth expectations for 2020 should see sales deliver an almost three-fold growth compared to 2019, helped by a growing army of Manilife advocates from high profile chefs through to the nation’s PE teacher, Joe Wicks, and the original foodie influencer, Ella Mills of Deliciously Ella.
The RRPs for the range is £3.99 for Deep Roast Crunchy, Original Roast Crunchy and Original Roast Smooth 295g jars.