Owner Bruce ‘Pic’ Picot bought a jar of peanut butter in 2007, took it home, made some toast and took a big bite. Disgusted with the amount of sugar, he bought a few kilos of peanuts and made his own. Today, his creation Pic’s Peanut Butter is the country’s best-selling peanut butter.

Q: What is the brand story?

A: Picot started making his own peanut butter when he got frustrated by not being able to find any at the supermarket without added sugar. People responded well to his peanut butter, so he started selling it at the Nelson Market in 2007. Since then the company has gone from strength to strength, and is now New Zealand’s best-selling peanut butter.

Q: What is the current product range and variants and what makes these products stand out in the market?

A: Pic’s sells peanut butter with or without a small amount of salt, either crunchy or smooth and in a variety of sizes. Last year the company also launched smooth peanut butter in a Slug, which has proven popular for eating on the go. Pic’s now sells almond butter, cashew butter and peanut oil which are all great for cooking. All products are gluten-free and have a five-star Health Star rating.

Q: What is innovative or unique about the product?

A: Pic’s peanut butter is roasted and ground with only Hi-Oleic peanuts and a little salt. Hi-Oleic runner peanuts are naturally bred peanuts that contain a fatty acid profile similar to olive oil, well known for its numerous health benefits. Pic’s Peanut Butter also oxidises less readily than peanut butter made with conventionally grown peanuts making its shelf life and stability eleven times greater than regular peanut butter, meaning that the product tastes the same at the bottom of the jar as at the top.

Q: Who is the consumer and what benefit does the product bring them?

A: The consumer is one who is looking for a lifestyle change, and a shift away from nut butters high in added sugar and salt, without wanting to compromise on taste. The high Oleic acid content of Pic’s Peanut Butter serves to offer an array of heart health benefits via its positive effect on cholesterol and triglycerides, and Pic’s Peanut Butter also combines the health benefits of these healthy fats along with being a wonderful source of both protein and fibre.

Q: What consumer trend does the product support?

A: Pic’s Peanut Butter support the move away from high-sugar spreads as well as the enduring popularity of nut-based spreads. 

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