Whole Earth secures first supermarket listing for Power Balls

Camberley, Surrey

Summary

Leading peanut butter brand, Whole Earth, has secured its first supermarket listing for its sport and nutrition snack, Power Balls. The brand has been raising awareness of the natural goodness of its protein-rich snack through partnerships with key sporting events including the British Triathlon Mixed Relay Cup event in Nottingham which took place on 2nd September.

Whole Earth, the UK’s market-leading peanut butter brand, has increased the distribution of its innovative Power Balls sports and nutrition snack with its first supermarket listing.

The wholesome and natural brand, owned by Wessanen UK, has secured a deal with Sainsbury’s that will see the Classic and Seed varieties of its nutritious Power Balls snack available in selected UK stores from 24^th September.

A natural protein snack, endorsed by the British Triathlon Federation, Power Balls has enjoyed strong distribution in health stores and independent shops since its official launch in March 2017. Now the brand’s focus is to add to this success with more listings in the grocery channel.

Perfect for fuelling consumers through a busy day or active workout, Whole Earth Power Balls (RSP £1.99) are wholesome, natural protein snacks based around the brand’s peanut butter. Each Power Ball pack contains simple, natural ingredients including peanut butter, gluten-free oats, roasted peanuts and dried fruit, and nothing at all artificial.

Kirstie Hawkins, Whole Earth Brand Controller at Wessanen UK, says: “We’re delighted to have secured our first supermarket listing in Sainsbury’s. It’s a great first step for us in the grocery channel as we look to grow our distribution in this space. With the ever-increasing demand for healthier snacking, Whole Earth Power Balls helps to meet consumer needs for tasty, convenient and nutritious snacks.”

To raise awareness with a highly targeted audience of health and fitness enthusiasts, Whole Earth is directly engaging with fans and handing out Power Balls samples at a series of upcoming sporting events. This includes the British Triathlon Mixed Relay Cup, which took place in Nottingham’s Victoria Embankment on Saturday 2^nd September.

Soon to become an Olympic sport, the Mixed Relay attracted a high calibre of athletes from the UK and overseas to compete – each taking part in a ‘mini triathlon’ in teams of four. The athletes, including British star Jonathan Brownlee representing team Leeds, were cheered on by over 15,000 spectators.

Competitors and spectators were given samples of Whole Earth’s Power Balls in the Event Village. The brand also provided samples of its market-leading peanut butter spread on rice cakes at a dedicated Whole Earth tent.

Kirstie adds: “When we take Power Balls to events like the Mixed Relay in Nottingham, we get great feedback on the taste, natural goodness and innovative pack format of our Power Balls. It was hugely valuable to be part of the event in Nottingham and we’re proud to have supported this new Olympic event.”

Whole Earth’s sponsorship agreement with the British Triathlon Federation forms part of its wider sports sponsorship strategy to position its peanut butter as a natural source of protein and fibre to help fuel elite athletes, fitness fans, and those who follow an active lifestyle.