Sep 22, 2025
Pip & Nut expand beyond just nut butter
Pip & Nut has launched a new Chocolate Hazelnut Spread, the latest addition to its range of natural, healthier, more sustainable alternatives to traditional spreads and snacks. Continuing new product development following the successful launch of its recent trio of Stuffed Oat Bars, this new spread reinforces the brand’s commitment to creating products that are better for you, and for the planet.
With 63% nuts, the spread is lower in sugar and higher in protein than most conventional chocolate spreads – sweetened with agave syrup instead of refined sugar. It doesn’t contain any palm oil, emulsifiers, or ultra-processed fillers.
Pip & Nut’s Chocolate Hazelnut Spread is also the first in the UK to use ethically sourced cocoa from Tony’s Open Chain, an initiative dedicated to ending exploitation in the cocoa supply chain and ensuring fairer incomes for farmers.
Pippa Murray, CEO and founder of Pip & Nut, commented: “This launch is an exciting next step for Pip & Nut as we continue to expand and innovate. Just as we transformed the nut butter category over the last ten years, we are ready to bring our dedication to healthier, more sustainable options to chocolate spreads. Whether you’re spreading it on toast, topping it on pancakes, or enjoying it by the spoonful, it’s a treat you can feel good about. With more NPD on the way, we’re thrilled to keep growing and offering consumers even more tasty, responsible options”.
**This is an ongoing success story. It also highlights two key elements of the brand model: innovation and credible stretch. Both are made more possible if the brand builds from a clear positioning and equity. This applies equally to a billion-pound brand and a start-up. **
**Pip & Nut launched as a typical food start up, focusing on a core product and building from a premium quality product and a positioning to drive distinctiveness against bigger competitors. Simply put they maximised their natural, healthy benefits and focused on delivering against the ethical details. So far this is a typical start up story. **
The challenge is always to deliver the next stage of growth and to do this it usually requires innovation and, if like Pip & Nut you start in a narrow segment (‘nut butter’) it requires a stretch into adjacencies and new sub-segments. This is often where feisty start brand struggle. The clever, usually niche, idea they hatched at their kitchen table does not guarantee the next launches will be as good as, or fit with, the original concept. Further, once established, small brands face a new challenge in the need to maximise their selling, negotiating, category and shopper capabilities to win with big retailers.
**Pip & Nut are still a relatively small challenger company, but their approach and success in innovating and stretching whilst staying true to the core and the brand they have built makes it look like they can tackle the next growth challenge and potentially become a fixture in UK retailers. At #whatbrandsdo we love it when smaller brands break through, here’s to a big brand of tomorrow. **
Find out more about Pip & Nut: https://www.pipandnut.com/
