Kellogg’s UK has partnered with family-owned peanut butter manufacturer, Duerr’s, to launch new Crunchy Nut Peanut Butter. It is said to have a smooth texture combined with crunchy, honey-coated roasted peanuts

Crunchy-Nut-Peanut-ButterWith both businesses headquartered in Manchester, the collaboration involved a merging of expertise, resulting in a launch that combines two breakfast favourites.

With the peanut butter market currently estimated to be worth £104m and the retail sales value of Crunchy Nut standing at over £100m, Kellogg’s stated that the new launch provided an opportunity to penetrate a wider range of occasions with the cereal brand, in addition to breakfast.

Ben Simpson, Revenue & Channel Director at Kellogg’s UK commented: “Crunchy Nut is regularly hailed as the UK’s favourite cereal and we have seen huge sales increases over the last few months, with more shoppers having breakfast at home.

“Knowing the popularity of the cereal, launching Crunchy Nut Peanut Butter allows us to meet a wider range of consumer occasions and it’s been great to work with another Manchester-based business in Duerr’s to make that possible. With recent data revealing peanut butter sales have overtaken jam, we’re confident that the launch of Crunchy Nut Peanut Butter will prove to be a popular one.”

Richard Duerr, Sales and Marketing Director at Duerr’s, added: “The peanut butter category is a huge area of growth, with sales currently booming. We’re extremely proud to have teamed up with another Manchester giant to create this exciting product that marries together two hugely popular breakfast staples to create the ultimate treat.”