Repair & Fogg is best-known for its number of peanut butters with numerous flavours from Smoke and Fireplace to Darkish Chocolate to Espresso Maple and extra, however has extra not too long ago additionally produced different kinds of nut butters akin to cashew, almond, hazelnut and its All the pieces Butter made with eight nuts and seeds.
The agency has already launched in additional areas akin to Singapore and the USA, nevertheless it was solely earlier this yr that its nut butters lastly formally set foot on its neighbouring Australian soil, particularly in Woolworths Australia supermarkets.
“Naturally, being so shut, Australia has at all times been on our radar [and] we did have some distribution on-line, nevertheless it was clear that there have been many [of our] followers who wished to get their fingers on [our products] extra simply in shops and supermarkets,” Repair & Fogg Head of Export and Finance Sarah Sheriff instructed FoodNavigator-Asia.
“[But] for some time, our principal focus was on the USA which meant Australia took the backseat for a bit. [When] the chance to pitch to Woolworths got here up we couldn’t miss it [though as] Aussies are fairly just like Kiwis with regards to nut butter – Like us, they admire pure nut butters with no nasty components, and this has develop into the brand new norm there, so we’ve slotted in properly.”
Woolworths Australia is presently solely promoting two of Repair & Fogg nut butter vary – the All the pieces Butter and the Granola Butter – and apparently, neither are pure peanut butter merchandise, talking to the agency’s confidence that Australians are in search of extra selection of their nut butter alternatives.
“We’re seeing a rising demand for nut butters with almonds, cashews and different nuts and seeds quite than simply your ordinary peanut butter [which] will assist push our merchandise on the market extra too – It’s nice to see folks changing into extra open minded about nut butter and its limitless prospects and makes use of,” stated Sheriff.
“[So the] All the pieces Butter was an apparent alternative as the primary contender – It’s our most awarded product so far, a finest vendor [and has the same familiar taste as peanut butter but is loaded with eight different nuts and seeds [which are hemp, almond, peanut, pumpkin, chia, sesame, sunflower and flaxseed].
“The Granola Butter [contains sunflower, peanuts, cashew, oats, coconut, and chia] and was impressed by All the pieces Butter as a barely sweeter product – The preliminary suggestions we obtained on this product made us assured it could be successful [and] it was one thing completely completely different not but completed earlier than to assist us stand out on the shelf, one thing essential to us simply coming into the market.”
Sheriff remained coy on the gross sales numbers up to now, however stated that the crew had been ‘blown away’ by the gross sales.
“We’re fortunate to have had a strong fan base already to get issues rolling for us over in Australia – up to now the All the pieces Butter is main in gross sales, nevertheless it’s an excellent shut name so it appears each [are popular with Australian consumers as we had hoped],” she stated.
Each the All the pieces Butter and Granola Butter are every retailing at A$6.50 (US$4.80) for a 275g bottle respectively.
Updates in different areas
Repair & Fogg can be current in different Asian markets such because the Philippines in supermarkets, specialty shops and on-line and most not too long ago China.
“Within the final yr we’ve additionally began exporting to China the place the demand is slowly however absolutely beginning to develop – [we have our own Tmall flagship store and are stocked in several retailers as well],” stated Sheriff.
“It appears nut butter is changing into increasingly more in style round Asia which is nice to see.”
Singapore is among the agency’s earlier markets, however beforehand the All the pieces Butter was not allowed available in the market on account of its hemp content material. Hemp has not but been legalised as a meals product in Singapore or in lots of different Asian nations.
In response, Repair & Fogg has developed a hemp-free model of the All the pieces Butter for the market, primarily changing hemp with cashew.
“The hemp-free All the pieces Butter is now out there in Singapore and is quick changing into a favorite. It’s not but on grocery store cabinets however might be discovered on-line by means of Lazada,” stated Sheriff.
At time of publishing, the hemp-free All the pieces Butter is retailing for S$9.95 (US$7.41) for a 275g bottle on Lazada.