The Co-op has listed plant-based snacks brand Superfoodio’s Peanut Butter Buttons in 196 stores nationwide as part of the organisation’s Apiary Scheme. The incubator scheme sees Co-op work with local, community and smaller-scale suppliers to offer tailored and dedicated support, enabling suppliers to accelerate towards a retail listing.
The launch sees Peanut Butter Buttons in Original, PB&J and Coco Crunch flavours hit Co-op shelves, retailing at £1.50. The launch will be supported by a marketing campaign called #nomorebutterfingers.
Superfoodio claims that its buttons take the indulgence of a spoonful of the spread and transform it into an on-the-go snack, without the mess or clag of eating peanut butter directly from the jar.
Rebecca Oliver-Mooney, Co-op’s head of community buying, said: “We are delighted to work with Superfoodio, we know from feedback that innovation, provenance, quality and diversity is important to our Members and customers. They are exciting and innovative producers, with a real point of difference.”
The Co-op’s Apiary scheme has supported a further five suppliers in getting their products into store:
- Scrapples uses ‘wonky fruit’ to create healthy snacks which are 100% fruit with no added sugar, salt or fat. At under 50 calories per bag they are popular with parents as lunch box fillers for children and, they will supply Co-op with its apple; apple and mango and, apple and strawberry crisps.
- The Wonky Food Co, is supplying Co-op with Chilli Tomato; Tangy Onion and, Zesty Lime relishes using imperfect and surplus fruit and vegetables to reduce food waste.
- Dapur Mariae will supply its Malaysian inspired Spicy Sambal Sauce and Curry Paste, which are both vegan and gluten free.
- The Woolf’s Kitchen will supply: Chilli Crunch, Firecracker Paste and Nam Prik Pow! pastes and chilli oil.
- Urban Rajah’s Buroti flatbread range, will include vegan Smashed Onion Bhaji and Chickpea in a beetroot roti style flatbread with wild rice, salad and a juicy spiced mango chutney.
Oliver-Mooney said: “We are committed to building relationships and supporting our suppliers, and our ‘Apiary’ programme is designed to quickly anticipate and, respond to, changing consumer tastes and needs in our communities. We offer access to the insight, guidance, technical knowledge and support to enable smaller-scale producers to accelerate towards a listing in store. Values-driven, they all offer something unique which I am confident will interest and excite shoppers – I am delighted to see their products on Co-op’s shelves.”
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