Ready, spready go...

Sales fell from £28m to a low of £25m in 2006, said Mintel, but increased from 2007 driven by economic factors and manufacturers addressing health issues. Chocolate spreads are also performing well, with sales up 41% to £31m from 2008-2010.

Amy Lloyd, senior food analyst, Mintel, said consumers saw peanut butter as a low-cost treat during the recession, while manufacturers have formulated more natural varieties with fewer additives to reposition the spread as a healthier option.

She said:“What is more, traditional spreads such as jam are facing competition from other spreads such as chocolate and peanut butter, which are less dependent on the breakfast occasion and more commonly used on other eating occasions.”​

Allergy crazy​

Food manufacturers we spoke to confirmed the sales upsurge. Moving Food is one food company capitalising on the popularity of chocolate and peanut butter spreads, and joint owner Stephen Minall told FoodManufacture.co.uk that he had recognised “massive growth”​ in the sector and developed products accordingly.

However, Moving Food’s products on these lines don’t contain nuts and, according to Minall, plug a gap in the retail and food service sectors.

Minall said Moving Food was initially challenged by an airline to formulate a nut-free dessert spread using natural ingredients that matched the taste and consistency of leading brand Nutella, and also contained 30% less fat and sugar.

Said Minall: “We’ve gone allergy crazy, haven’t we? And if a small deli or catering outlet wants to follow the Nutella trend, then they can’t take the risk that it’s going to cause a nut allergy.”​

“Also in the home, your children may not be allergic to the standard product, but their friends might be, so it’s better to have in the cupboard than not. Airlines are also understandably nervous about someone having an anaphylactic shock at £35,000 ft.”​

Working with a flavourist, Minall said it took the firm 6-7 months to produce the formulation, which is produced by Dawn Foods in Evesham and is now stocked in 600 Holland & Barrett stores, while 6 litre tubs also cater for deli and bakery clients.

Peanut-less odyssey​

With Sainsbury’s due to carry jars from June, Minall said the retailer had asked if Moving Food was able to produce a nut-free peanut butter, and as a result the firm has spent the last 6-7 months experimenting with various seeds and pulses.

“We’re getting pretty damned close, and Dawn Foods is currently producing the first batch.”​ he said

Minall added that Moving Food had also partnered Waitrose’ ice cream producer to produce a nut-free peanut butter ice cream, which he said was a real possibility despite the challenges involved in stabilising it, as was a peanut-less satay product.