Kellogg's launches Crunchy Nut peanut butter spread

Spread available from 19 July

(Kellogg's)

Kellogg’s has announced it is launching Crunchy Nut Peanut Butter, which will combine the flavour of the brands’ famous cereal with nut butter.

The innovative spread has been created in partnership with peanut butter manufacturer Duerr’s after Kellogg’s found from research that one in four homes across the UK had a box of Crunchy Nut in their cupboards.

Additionally, the cereal brand uncovered that peanut butter was one of the most popular spreads, and was even more popular than jam.

The spread launches in the UK on 19 July and retails at £2.50 a jar

It will be available in Sainsbury’s stores across the UK.

Kate Stokes, senior brand manager at Kellogg’s UK commented: ‘’Since launching in 1980, the popularity of Crunchy Nut has grown and grown and it is regularly hailed as the UK’s favourite cereal.

“Knowing its popularity, we wanted to explore a new avenue and it’s been great to work with Duerr’s to bring the UK Crunchy Nut Peanut Butter. We hope that all of the Crunchy Nut fans out there are as excited as we are.’’

The new peanut butter comes after Marmite introduced its controversial peanut-based version of its spread.

The Marmite Peanut Butter was the first permanent product innovation since the love-it-or-hate-it brand was established in 1902.

The company said the spread had been developed in response to “overwhelming demand” from shoppers.

“The British public asked, and we listened,” says Camilla Williamson, brand manager at Marmite.