Dr Oetker, the leading purveyor of western food to India, has expanded its peanut butter range under the FunFoods brand with the launch of Peanut Butter All Natural. 

Made from 100 per cent roasted peanuts, it contains 33 per cent natural protein, one of the highest in the category. It is specially designed for fitness enthusiasts and health seekers, who are on the constant lookout for products that suit their active lifestyle.

It comes in an all new texture named Ground, which is essentially creamy peanut butter blended with tiny bits of peanuts. It is also a vegan product and contains no added sugar, salt and emulsifiers and preservatives. It is a rich source of Vitamins B3, B6 and E and natural antioxidants (tocopherols). 

It also contains MUFAs (monounsaturated fatty acids), which are good fats with many health benefits. The new peanut butter is available in two pack sizes, and has an appealing label design which is green in colour, hence it stands out on shelves and highlights the naturalness of the product.

FunFoods Peanut Butter All Natural is aggressively priced at Rs 159 for a mid-size pack and Rs 275 for a large pack.

A consumer study commissioned by the company across seven cities revealed that the category is segmented into three profiles, viz., taste seekers, health seekers and novelty seekers. 

The key barriers that emerged were unknown taste, affordability, lack of usage understanding and specific product needs for the health seekers. 

In 2019, the brand’s efforts were focussed on overcoming these barriers, such as the launch of the 150g peanut butter recruiter pack, which is priced at Rs 69, and aims to drive affordability and access.  

The educative promo of peanut butter and jelly (PB&J) was aimed to teach consumers how to enjoy one of the tastiest combinations. Recipes, digital content and influencers were used effectively to educate consumers on the usages of peanut butter.