Pip & Nut scales up

Pip & Nut, the UK’s leading nut butter brand, has announced the launch of a new 1kg “Mega Tub” of its Crunchy Almond Butter, a move designed to capitalise on the explosive growth of the almond segment within the spreads category.

The expansion, which also includes a new 425g format, shifts the brand’s popular crunchy offering from small-scale specialty jars (170g) into high-volume, everyday use tubs.

The move is a direct response to a category that is currently punching well above its weight: almond butter is currently driving over 40% of total nut butter category growth, despite accounting for just 10% of total sales.

With year-on-year value growth sitting at a robust 20.5%, the almond butter segment is benefiting from a perfect storm of health trends. Manufacturers and retailers are seeing a surge in shoppers seeking nutrient-dense, fibre-packed alternatives to traditional spreads.

“Almond butter is continuing to outperform other spreads, which is down to a growing consumer interest in fibre, gut health, and nutrient-rich foods,” says Pip Murray, founder of Pip & Nut. “It’s great to see consumers recognising almonds as being nutrient powerhouses — rich in Vitamin E, magnesium, calcium, and polyphenols.”

Pip & Nut’s decision to move to larger formats is backed by distinct shopper behaviour. Internal data suggests there is remarkably little cross-shopping between smooth and crunchy fans — with only a 10% overlap. By introducing the 1kg tub, the brand is targeting a specific “loyalist” demographic that treats almond butter as a staple ingredient for baking, blending, and daily consumption rather than an occasional treat.

The larger formats mirror the success seen in the brand’s peanut butter range, where 1kg tubs have become a cornerstone of their retail strategy.

For the wider trade, the Pip & Nut expansion highlights the continued viability of clean-label scaling. The product maintains the brand’s commitment to avoiding palm oil and artificial additives, proving that even as pack sizes increase to industrial volumes, the demand for minimally processed ingredients remains the primary purchase driver.

“Fans have been asking for bigger tubs for everyday use,” adds Murray. “These new sizes give them the flexibility to enjoy almond butter every day, whether spreading, spooning straight from the jar, blending, or baking.”

The new formats are expected to hit major retail shelves this quarter, providing a higher-value entry point for the growing legion of “one-more-spoonful” almond butter devotees.