Whole Earth Launches 100% Nuts: A Natural Expansion for the UK’s No.1 Peanut Butter Brand

Whole Earth expanded its peanut butter range with 100% Nuts, smooth and crunchy, made from just one ingredient - roasted peanuts - designed to meet growing demand for simple, natural, high-quality foods. 

Whole Earth, the UK’s number one peanut butter brand, recognised rising consumer interest in simple, natural ingredients with no additions. Shoppers increasingly wanted products made from wholesome ingredients and offering natural sources of protein and fibre. 

Expanding into a 100% nuts format gave consumers more choice and aligned strategically with the national “Breakfast Better” campaign, targeting families and young adults seeking healthier, more convenient morning options.   

Whole Earth introduced 100% Nuts in two variants launched in 340g jars - smooth and crunchy - made exclusively from Argentinian peanuts, expertly roasted to deliver rich, natural flavour. The product contains no salt or sugar, offering a delicious product which is also a source of protein and fibre.   

It was supported by Whole Earth’s integrated Breakfast Better campaign across out of home, social and digital channels. The campaign reinforced peanut butter as a nutritious breakfast choice, using lines such as “Anyone can rise, shining is the tricky bit” and “A head start, starts with the stomach”, tapping into the 19 billion annual breakfast at home occasions in the UK.  

The launch strengthened Whole Earth’s leadership in natural, nutritious peanut butters while meeting clear consumer demand for natural foods providing a source of fibre and protein. It added momentum to the brand’s innovation pipeline, expanded presence in premium retail, and supported an integrated national campaign driving stronger breakfast time penetration.