Hormel Foods Corporation has announced bold UK growth plans for its American peanut butter brand Skippy, with the appointment of a new partner and distributor.
The company is keen to replicate the success of the spread in the UK’s fast-growing peanut butter category, and aims to transform the product into one of the country’s top three peanut butter brands.
Long-time partner Tulip Limited will position the brand for growth through a marketing and sales drive in the UK, having worked with Hormel Foods on brands including Spam and Stagg chilli for over 15 years.
Mark Phillips, commercial director for Tulip Limited, said: “With Skippy’s strong 80-year heritage in making authentic American peanut butter and its popularity globally, we have an excellent proposition for the UK grocery sector.
“As well as Skippy’s great taste and versatility, it’s a good wholesome and nutritious family food that spans generations and appeals to all age groups. Our new impetus and focus on the brand will ensure increased distribution that will complement the 2016 PR and marketing campaigns that will drive sell-through.”
Skippy peanut butter will be available in 340g polyethylene terephthalate (PET) jars from retailers Tesco, Sainsbury’s and Ocado, in both crunch and smooth varieties with a sale price of around £2.40.
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