The market-leading brand ramps up Team GB partnership with limited edition Protein Crunch

Whole Earth, the UK’s number one peanut butter brand owned by Ecotone UK, is debuting a high-protein variant to support healthier lifestyles with the launch of Whole Earth Protein Crunch Peanut Butter.

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To celebrate the brand’s partnership with Team GB for the Paris 2024 Olympic Games, the new limited-edition contains crunchy pea protein pieces that gives more protein than Whole Earth standard crunchy peanut butter.

Launching initially into Morrisons stores nationwide from March, Whole Earth Protein Crunch will be available at £3.99 RRP (340g). Further roll-out is to come later in the year.

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Ideal for healthier lifestyles, Whole Earth Protein Crunch is made from natural ingredients as part of a signature no-added sugar recipe featuring roasted peanuts with the skins on. The tasty nut butter is then combined with crispy pea protein pieces. Overall, Protein Crunch boasts a distinctively nutty, wholesome flavour with even more crunch.

The distinctive jar features a union jack and gold medal label design set against Whole Earth’s trademark trees to show the brand’s support for Team GB athletes to go for Gold in Paris 2024.

While two thirds of shoppers understand the benefits of eating more protein*, peanut butter is still considered more of a treat. This is why we’re committed to showing that through Team GB endorsement, our peanut butter deserves podium position in people’s diets. Great starts to the day begin with a balanced breakfast – that includes sources of protein and healthy fats, which is just what you get with Whole Earth Protein Crunch. For our partnership with Team GB this year, we wanted to create a special peanut butter that not only provides outstanding taste but offers an extra boost of plant protein. It’s perfect to meet the needs of consumers that seek out high-protein products on shelf.. Nicola Turner, Whole Earth Brand Controller

Having disrupted the nut butter category in 2022 with the launch of another UK-first, Drizzler, Whole Earth is continuing its crusade in championing the health benefits of peanut butter – while bringing new consumers into the space.

Source *: Mintel (2023)



For more information, please contact:

Emily Baker | emily@highlightpr.co.uk | 01225444268


About Whole Earth

Founded in 1967, Whole Earth has been on a  mission to make natural, wholesome and healthy food available to as many people as possible, whilst treading lightly on the planet we live. With a firm commitment to real, down-to-earth goodness, Whole Earth makes delicious nut butters and other store-cupboard essentials, using natural ingredients and nothing artificial.

The first peanut butter brand to be accredited B Corp, Whole Earth is the UK’s no.1 peanut butter and is best known for its award-winning and crowd pleasing peanut butter portfolio.

Whole Earth is part of the Ecotone family of brands (together with Clipper Teas’ award-winning teas, Kallo rice and veggie snacks and cooking ingredients, and Alter Eco confectionery), committed to sustainability and the winner of the Biodiversity Champion Responsible Business Awards.

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