# Ultra-Rich Peanut Butters Pip & Nut's Super Roasted, Extra Crunchy Offers a Deeper Flavor Profile By Laura McQuarrie | Published 2019-10-23 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/rich-peanut-butter References: [fabnews.live](https://fabnews.live/pip-nut-to-extend-its-peanut-butter-offering-with-a-new-super-roasted-extra-crunchy-variant/) & [pipandnut](https://www.pipandnut.com/collections/jars) [Pip & Nut](https://www.trendhunter.com/trends/stuffed-oat-bars) is expanding its product portfolio with an exceptionally rich peanut butter—in terms of flavor and texture—called Super Roasted, Extra Crunchy. The new [peanut butter product](https://www.trendhunter.com/trends/protein-peanut-butter) was developed to offer a more intense taste profile to consumers, and the deeper flavor is achieved by roasting Argentinian hi-oleic peanuts for longer and at a higher temperature, as well as leaving more chunky pieces in the finished product. Like all other Pip & Nut peanut butters, this one is free from [palm oil, refined sugar and additives](https://www.trendhunter.com/trends/cravers). According to Pippa Murray, Founder of Pip & Nut, "The way you roast, just like with coffee or chocolate, has a huge impact on the final taste of the product, so to create this new variant, we spent a long time perfecting both our roast time and temperature." ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 13% | Activity: 4% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Richer Peanut Butter Flavors:** Opportunities for nut butter companies to innovate with new and deeper flavor profiles through different roasting techniques. - **Clean and Natural Ingredients:** A trend towards consumers desiring nut butter products that offer natural, clean ingredients as an alternative to traditional peanut butters that may contain additives or synthetic ingredients. - **Chunky, Textured Peanut Butters:** Growing demand for peanut butter products with chunkier pieces in the finished product, offering a unique texture and mouthfeel for consumers. ### Industries Being Reshaped - **Nutrition and Wellness:** Opportunities for nut butter companies to showcase the health benefits of their products and market towards health-conscious consumers looking for natural, wholesome snacks. - **Food Manufacturing and Production:** Innovation opportunities for food manufacturers and producers to develop new roasting techniques or unique processing methods to create differentiated nut butter products that cater to changing consumer preferences. - **Grocery and Retail:** Opportunities for grocery and retail stores to differentiate their peanut butter offerings and stock innovative nut butter products in response to changing consumer preferences for clean, natural, and flavorful foods. ## Related on Trend Hunter - [Free-From Peanut Butter Ranges](https://www.trendhunter.com/trends/whole-earth-100-nuts.md) - [Protein-Enhanced Peanut Butters](https://www.trendhunter.com/trends/protein-crunch-peanut-butter.md) - [Intensely Flavored Peanut Snacks](https://www.trendhunter.com/trends/deep-roast-salted-peanuts.md) - [Peanut Butter-Packed Snack Bars](https://www.trendhunter.com/trends/stuffed-oat-bars.md) - [Crispy Nut-Packed Protein Bars](https://www.trendhunter.com/trends/pip-nut-protein-bars.md) - [Almond Butter Oat Bars](https://www.trendhunter.com/trends/pip-and-nut-1.md) - [Single-Origin Hazelnut Spreads](https://www.trendhunter.com/trends/pip-nut-chocolate-hazelnut-spread.md) - [Returning Almond Butter Products](https://www.trendhunter.com/trends/cherry-bakewell.md) - [Crunchy Peanut Butter Snacks](https://www.trendhunter.com/trends/peanut-butter-snacks1.md)