The UK’s first squeezable bottled peanut butter like no other
Whole Earth, the UK’s number one peanut butter brand, has unveiled Drizzler – the first and only squeezy peanut butter to launch into UK supermarkets.
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Available initially in Waitrose and Tesco from May, Drizzler will be released in two flavour SKUs: Classic Roasted Super Smooth Peanut Butter and Golden Roasted Super Smooth Peanut Butter: 320g, £3.30 RRP.
Each recipe is made with 100% nuts and a unique production process – delivering a delicious taste and runnier peanut butter texture that’s perfect for drizzling.
The innovative easy-to-use format is designed to drive forward the nut butter category, currently worth £106m offering health-conscious shoppers a convenient and versatile way to enhance multiple usage occasions.
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Whole Earth Drizzler comes in a bottle made from recycled plastic and can be recycled again. .
Bryan Martins, Whole Earth Marketing & Category Director at Ecotone UK, says:
As a market leader for over six years, we are proud to bring a game-changing product innovation to market that introduces shoppers to a completely new way to enjoy peanut butter. Drizzler has a unique taste, texture and format that’s never been seen in the nut butter category before.
Drizzler expands peanut butter into new and exciting occasions, from breakfast to snacks and dinner. It’s versatile for sweet and savoury meals – and its easy, squeezable format means you can enjoy peanut butter anytime, anywhere. Just shake, squeeze, drizzle.
The Drizzler launch by Whole Earth will be supported by a major £1.5 million marketing campaign spanning key consumer touchpoints including shopper, out of home, digital, PR and influencer support.
Made with no added sugar and as a natural source of protein and fibre, the unique innovation is part of Whole Earth’s commitment to make natural and wholesome food that is good for you and good for the earth.
Whole Earth Drizzler follows the launch of Whole Earth Golden Rainforest Edition, unveiled in February 2022. The brand has pledged to donate 25% of the profits from every jar sold to the Sumatran Orangutan Society (SOS), aiming to help plant an estimated 50,000 trees in Sumatra this year.
Whole Earth holds the largest share within the peanut butter category at 26.7% (source: IRI 52 w/e 26 Mar 22).
Founded in 1967, Whole Earth creates natural and wholesome foods that are good for you and good for the planet. With a firm commitment on real, down-to-earth goodness, Whole Earth makes delicious, natural nut butters and other store-cupboard essentials that are made with real-food ingredients with nothing artificial added.
Accredited as a B Corp brand, Whole Earth is the UK’s no.1 peanut butter and is best known for its growing nut butter portfolio.
Part of the Ecotone UK family, the Whole Earth approach spans; Healthier People, Protecting the Earth and Reducing its Impact.
Underpinned by the strapline; 'Goodness Behind the Greatness', Whole Earth’s campaign highlights the powerful synergy between exercise and a healthy nutritious breakfast as a winning combination.
Whole Earth will renew its partnership with Team GB in the run up to the Paris 2024 Olympic Games - bringing together the UK’s favourite peanut butter with the nation’s most popular sporting team
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