Crave plants the seeds of future innovation with its nut-free spread

Crave has announced the exciting arrival of its latest creation: P’Not Butter, a peanut free spread launching into Sainsbury’s and Asda across the UK this April.

P’Not Butter is a luscious and crunchy alternative that cleverly emulates peanut butter. However, unlike traditional peanut butter, it is made entirely from sunflower seeds.

Why this departure from the norm? Well, consider this: peanut allergy affects approximately 2% (1 in 50) of children in the UK, and this number has been on the rise in recent decades.

Crave, known for its commitment to creating great-tasting products without allergens, has once again stepped up to the plate. By introducing P’Not Butter, they’ve made a delicious treat accessible to a wider audience.

Founder Rob Brice explains, “We’ve really got our nuts out this time with our second spread to market. Instead, it is a crunchy sunflower-based spread. We roast the sunflowers to give them that tasty ‘peanutty’ crunch. Importantly, we’ve also excluded soya in our spread, therefore excluding all the major food allergens.”

With the ‘Sir Spread-a-lot’ hazelnut spread, we managed to create it completely free from dairy, gluten, and eggs but P’Not Butter is free from nuts too! Whether generously spread on toast or layered in a classic PB&J sandwich, P’Not Butter delivers that perfect touch of nutty flavour—minus the peanuts.

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