Superfoodio launches Peanut Butter Buttons in Co-op stores nationwide

Created with peanut butter lovers in mind, these buttons take the indulgence of a spoonful of the spread and transform it into an on-the-go snack. The buttons have none of the mess or clag of eating peanut butter directly from the jar, meaning fans of the spread can now get their peanut butter goodness on the go.

Since the 1800’s peanut butter has been sold inside of a jar, but Nirali and Jagir Mankodi, husband and wife founders of Superfoodio, wanted to challenge this practice so that their favourite spread could be enjoyed without the constraints of a jar.

Nirali and Jagir Mankodi, said: “We wanted a simpler way to enjoy peanut buttery goodness on-the-go. The problem with a jar (or a squeezy pack) is that you always end up with sticky fingers and an oily mess!  That’s why we created our Peanut Butter Buttons that you can hold in your hand. They are the perfect snack to satisfy that peanut butter craving anywhere, anytime. No jars, no mess, no more butter fingers!”

Launching with Co-op’s Apiary Scheme:

Superfoodio will be one of the first three brands to launch as part of Co-op’s Apiary Scheme, an accelerated scheme for smaller suppliers with innovative and value-led products. As part of the first phase, Superfoodio will be launching across 196 Co-op stores nationwide.

Rebecca Oliver-Mooney, Co-op’s head of community buying, said: ‘We are delighted to work with Superfoodio, we know from feedback that innovation, provenance, quality and diversity is important to our Members and customers. They are exciting and innovative producers, with a real point of difference. Values-driven, they offer something unique which I am confident will interest and excite our shoppers – I am delighted to see their products on Co-op’s shelves.’

With peanut butter creating £101.1 million worth of sales last year, Nirali and Jagir say they aren’t trying to replace the popular spread, but instead extend the peanut butter category with their innovative product;

Nirali and Jagir, continued: “With our Peanut Butter Buttons, we are ready to excite and delight taste buds in the much-loved peanut butter aisles all over the UK.Rather than compete, our range completes the current peanut butter offerings on the market. With on-the-go convenience of our packs, we add tremendous value and incremental sales to both the peanut butter and impulse snacking aisles.”

Recent success:

Since launching the Peanut Butter Buttons range 9 months ago, Superfoodio has received tremendous feedback from customers and industry award nominations.  Including Finalists for The Grocer New Product awards, Global Runner up at World Food Innovation Awards and won a Bronze Award at The Nourish Awards in the Snacks and Food to Go category.

Not only are the buttons full of flavour, they are also non-HFSS and have impressive macros being high in dietary fibre, a source of protein, no refined sugars or palm oil. The Buttons are made using only four to five natural ingredients and are also gluten free and vegan friendly.

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