Product Review: Pip & Nut
So it’s official. I’m an addict, but that’s ok right? The first step to recovery is admitting that you have a problem…but my problem is I don’t want to admit, not yet. Hi, my name is Northern Munkee and I’m a Nut Butter Nutter.
Not much has changed in the market place since my peanut butter series but this blog opens up something completely new to the category: on-the-go.
On-the-go is a very trendy category and it’s one that a lot of suppliers and retailers are desperate to get right. The beauty is that the on-the-go category is so expansive and subjective. What is it? It’s impulse, it’s snacking, it’s portion-control, it’s portable, it’s handheld, it’s over-priced, it’s…not easy to define. What this shows is a shift in eating habits that started in the early 90s and is driven by our time poor society. Take breakfast for example. When I was growing up breakfast was a meal taken at the table or at worst in front of the TV but I was definitely sat down. It wasn’t a chilled, oaty, yoghurt drink gulped down as I’m reminded to ‘Mind the Gap’ as I alight the tube! This movement in the breakfast category has been a long time coming with breakfast bars first introduced with Kellogg’s Nutri-Grain in 1996. The category has developed since then but the pace has really picked up in the last 5 years and handheld is certainly the present and almost certainly the future!
One issue this does present is competition. All of a sudden, as a supplier, you’re not just looking left and right at competitors within your category. You’re now watching your back from, well, almost anyone; even nut butter manufacturers brands…
I’m going to assess the Squeeze Packs in their own little review at the bottom of this, just to make sure I do them justice!
Appeals to: nutbutter nutters, peanut fans, those against boring toast
This is spot on. The most obvious thing about the packaging is that the brand values and personality shines through. It’s fun and doesn’t take itself too seriously which will really appeal to the excited generation of nutbutter nutters.
£2.29 (250g Jar) – this is actually really reasonable for the category and, potentially, undervalues the product slightly. However this price point does allow Pip & Nut to establish itself as a credible premium option and steal some share from the palm-oil loving Whole Earth.
So, what makes Pip & Nut different? Well it has the mark of quality that all good nutbutters should, the separation of the nut oil. It has familiar and appropriate flavours. But for me the thing that makes it stand out, and achieve the best score I’ve given so far as a blogger, is the consistency; it’s not smooth but it’s not crunchy. Your mouthful is interrupted just the right amount of times by variation in texture and nutty goodness.
This was brilliant. It had an initial creaminess presented by the nut oil that was embraced by a sticky, nutty aftertaste. I usually like my peanut butters a bit more crunchy than this but the taste was just superb.
This butter is superb. It’s sweet but has a really rich texture so what it gives to peanut butter in terms of earthiness it makes up for in texture and creaminess.
Coconut and Almond Butter
These flavour combinations work perfectly well together. The oaty hit from the initial coconut flavours merge into a sweet almond paste that makes for a really light and delicate spread. This has to be my favourite of the bunch!
Honey Cinnamon Cashew Nut Butter
This jar delivers three layers of flavour. First you get a smooth sweet honey which builds in intensity as it passes onto a sweet, creamy cashew nut and the last out of the blocks is the light heat of cinnamon. What a brilliant creation.
Quite simply brilliant. The flavour delivery was exactly the same as the jars. The packaging was absolutely appropriate to the audience and on-trend. This will appeal fantastically well to the main growth drivers of the nutbutter category: fitness fanatics. I think this is a very shrewd move by Pip & Nut and they’ve listened very closely to their customers and delivered a pack that’s more appropriate for their mission which is absolutely on-the-go. They’re priced at £0.99 RSP so, again, I believe that Pip & Nut are doing themselves a disservice here because the fitness category is expensive with protein bars commanding a premium price point. So if you’re a gym-goer, a cyclist, a runner or just one of those characters with all-the-gear-and-no-idea then you need to bin that Cyclone bar and pick up a Squeeze Pack!
Verdict – in a word, fantastic! The delivery on the nutbutters is fantastic but for me the real gem in this review is the squeeze packs. It’s absolutely bang on trend and what the category needs. I’m excited to see how the story develops with squeeze packs but I can only see it get bigger and bigger.