Pip & Nut
Pippa Murray, the 27-year-old founder of nut butter brand Pip & Nut, told Business Insider that while older generations still consider peanut butter to be an indulgence, thinking of sugary products like Skippy, the way younger generations look at and eat peanut butter products is shifting.
"Nut butters are high in fat and calories, which isn't a bad thing," she said. "It's like olive oil in that sense. You need to eat it as part of your diet in moderation."
"People still have a fear about fat being a bad thing to eat, but this is starting to shift," she added. "As long as they are good fats, fats can lower your cholesterol, which is the opposite of what many people think nut butters do."
Pip & Nut
"I was completely and utterly addicted to peanut butter, and always had it before running," she said. "I remember noticing around four years ago that most brands had palm oil and sugars, and I didn't agree with it - palm oil is high in saturated fats, and I thought there should be more transparency."
With the trend of clean eating on the rise and the nut butter category growing, she saw an opportunity to launch a natural peanut butter brand. Now, Pip & Nut is the fastest-growing nut butter brand in the UK*.
Pip & Nut
She also saw an opportunity to experiment with flavours, such as Crunchy Maple or Honey Cinnamon and other nuts, like cashews and almonds, which are packed with Vitamin E, which is good for hair and nails.
"We're similar to Nakd bars, which, for what are quite healthy bars, have flavours that sound more indulgent," she said.
Pip & Nut
"Joe Wicks (The Body Coach) uses a lot of nut butter in his cooking which helps in terms of the awareness of the product but also in terms of ways to eat it," she said.
"People put it in their smoothies and in porridge. It's tasty but it's also a good source of protein, so it's good for muscle recovery post-workout."
Murray plans to launch a cookbook in January, titled "The Nut Butter Cookbook," which will feature 70 recipes using nut butters in breakfast and brunch through to savoury dishes and drinks.
"My favourite recipe ia toast with chilli, coriander, and lime on top of peanut butter on toast," she said.
*According to info from 'Jams, Preserves, Honey & Spreads Category Report January 2016', The Grocer