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BRAND SPOTLIGHT

PIP & NUT

In this brand spotlight we take a deep dive into Pip & Nut. 

Category:  Nut Butter

Pip & Nut

📖 BRAND OVERVIEW

Pip & Nut have their own range of nut butters, including peanut butter and almond butter. They also branched out into nut butter cups as a delicious snack to be taken on the go or enjoyed at home.

  • The range can be purchased – from over 7,000 stores across the UK, including Sainsbury’s, ASDA, Morrisons, Tesco, Selfridges and Holland & Barrett. Consumers can also buy direct from Pip & Nut, saving 10% with an online subscription.
  • The nut butter market –  has a CAGR of 8.7%. More consumers are looking for dairy-free and vegan alternatives, such as peanut butter.

     

  • Owner Pip was featured on Forbes’ 30 under 30 list – and has set up multiple charitable donations through the company to support those in need.

🔍 LET’S GIVE SOME CONTEXT

  • Pip Murray founded Pip & Nut in 2013 – when she realised lots of existing products contain palm oil, a leading contributor to climate change. 

 

  • Making her own nut butter – she sold it at London’s Maltby Street Market. Eventually, she crowdfunded to start the brand on its path to success. In 2015, she launched at Selfridges, quickly followed by Sainsbury’s.

 

  • Pip received funding – in 2018 from Giles Brook – allowing her to expand the business further and hire employees. She began to expand her product selection, too, introducing limited edition flavours, like sea salted caramel almond butter. 

  • Pip & Nut has gone from strength to strength – with over 120k Instagram followers and a reputation for being environmentally conscious.

🏢 BEHIND THE SCENCES

  • Headquarters: London, UK
  • Year founded: 2013
  • Employee count: 35
  • Investors: Giles Brook, The Greater London Investment Fund (GLIF)
  • Purchasing Options: In-store, online, direct to consumer, B2C

👉 PRODUCT AND AUDIENCE SNAPSHOT

  • Products: Nut butters, including peanut butter and almond butter
  • Product range: They offer a wide range of nut butters and spreads, including smooth and crunchy peanut butter, almond butter, and chocolate hazelnut spread. They also offer a range of single-serve nut butter cups, as well as other snacks such as peanut butter pretzels, almond butter oat bites, and chocolate peanut butter cups.
  • Innovation: Creative flavours, convenient packaging, and sustainability practices
  • Target Audience: Health-conscious consumers, fitness enthusiasts, and those seeking natural, sustainable nut-based products.
  • Brand positioning: Wholesome, approachable, and committed to natural, flavorful nut butters.

🧡 THIS GETS US EXCITED

  • Pip & Nut haven’t limited themselves –  to just one fantastic product. When the nut butters were selling well, Pip & Nut branched out into nut butter cups too. These snacks are perfect for on the go, lunchboxes or as a quick treat. They also spotted the potential for 1kg tubs of nut butter as well as their standard 170g jars. The brand even launched a cookbook in 2017. 

 

  • They’ve achieved a B Corp certification – and are clearly focused on doing their bit for the environment. They switched to recycled glass jars to reduce plastic waste and don’t use palm oil. 

 

  • They do their bit for charity – Pip & Nut started a Match Donation scheme (a consumer can donate a jar and the brand will do the same). They also donate a jar of peanut butter to Hackney Foodbank for every order they make via the webshop.

 

  • The market is expanding – as more people go vegan and vegetarian and want to find protein in non-meat and dairy products. Nut butters contain a good amount of protein.

🤔 POTENTIAL BRAND CHALLENGES

  • Nut butters may increase in price – due to the fluctuating cost of raw materials. Consumers may therefore de-prioritise purchasing such food items, and instead prioritise the essentials.

🏁  SOME OF THEIR COMPETITION

 
 

🛒 WHERE TO FIND THEM

  • DTC via the website – when consumers subscribe, they can save 10%.

 

  • Retail – available in over 7,000 shops nationwide, including the big supermarkets

 

  • Online retail – via Amazon

⏭  WHAT’S NEXT?

  • The potential to broaden their nut options – currently they offer peanut and almond butter, but consumers are looking for something new and exciting. They could explore cashew or hazelnut butter. 

 

  • Further information on how to use their products – yes, most consumers will be spreading their nut butter on toast, but exploring exciting ways they can be used would be fun and interesting. Nut butter can be incorporated into curries, smoothies or stir fry. Pip & Nut’s cookbook is a great place to start, but more creativity could see an increase in sales.

 

  • Nut-free butters for those with nut allergies – pumpkin seed or coconut butters would be a good alternative.

🧢  MEET THEIR TEAM

All data is correct at time of writing. 

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