Ecotone-owned peanut butter brand Whole Earth has introduced a new high-protein variant.
To celebrate the brand’s partnership with Team GB for the Paris 2024 Olympic Games, the limited-edition Whole Earth Protein Crunch Peanut Butter contains crunchy pea protein pieces that give it more protein than Whole Earth’s standard crunchy peanut butter.
Launching initially into Morrisons stores this month, Whole Earth Protein Crunch will be available at £3.99 RRP (340g). Further roll-out will follow later in the year.
The distinctive jar features a Union Jack and gold medal label design set against Whole Earth’s trademark trees to show the brand’s support for Team GB athletes.
Nicola Turner, Whole Earth Brand Controller, said: “While two-thirds of shoppers understand the benefits of eating more protein, peanut butter is still considered more of a treat. This is why we’re committed to showing that through Team GB endorsement, our peanut butter deserves a podium position in people’s diets.
“Great starts to the day begin with a breakfast that delivers both high protein and fibre and no sugar – which is just what you get with Whole Earth Protein Crunch.
“For our partnership with Team GB this year, we wanted to create a special peanut butter that not only provides outstanding taste but offers an extra boost of plant protein. It’s perfect to meet the needs of consumers that seek out high-protein products on shelf.”
