WHOLE EARTH GOES FOR GOLD WITH HIGH PROTEIN PEANUT BUTTER

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 bringing a first to market with the launch of Whole Earth Protein Crunch Peanut Butter.

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.

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.

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.

Nicola Turner, Whole Earth Brand Controller says:

“While two thirds of shoppers understand the benefits of eating more protein¹, 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..”

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 1: Mintel (2023)

Source: Whole Earth

  Ecotone UK, Food, Launch, Paris 2024 Olympic Games, Team GB, UK, Whole Earth, Whole Earth Protein Crunch Peanut Butter