# Free-From Peanut Butter Ranges The Whole Earth 100% Nuts Products Come in Two Varieties By Michael Hemsworth | Published 2025-11-13 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/whole-earth-100-nuts References: [grocerytrader](https://grocerytrader.co.uk/kp-snacks-launches-new-whole-earth-100-nuts-offering/) & [kpsnacks](https://www.kpsnacks.com)  The [Whole Earth](https://www.trendhunter.com/trends/whole-earth-drizzler) 100% Nuts products have been launched by the brand in the UK as a series of free-from peanut butter products that prioritize a naturally delicious recipe. The products come in Smooth and Crunchy varieties, which are each made with [100% peanuts with no additives](https://www.trendhunter.com/trends/jif-simply-creamy-unsweetened) like palm oil in the mix to work well for consumers seeking a natural option. The peanut butters get their rich, nutty flavor from the roasted peanuts in the recipe and are naturally rich in fiber and protein to give them a filling composition. The peanut butters are also packaged in glass jars to further elevate their rustic, artisanal nature. Business Unit Lead at [KP Snacks](https://www.trendhunter.com/trends/honey-roast-peanuts) Andrew Marchant spoke on the Whole Earth 100% Nuts products saying, "Whole Earth has been at the forefront of peanut butter innovation since its inception. Expanding the portfolio with a new 100% Nuts format is a natural progression, delivering greater choice for consumers with a clear proposition, that’s packed with a natural source of protein, wholesome ingredients and with no other additions." ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 44% | Activity: 49% | Freshness: 54% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## 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 - **Clean-label Foods:** Increasing consumer demand for transparency in food ingredients is driving the clean-label movement, opening opportunities for brands focusing on additive-free, natural ingredients. - **Sustainable Packaging:** As consumers become more eco-conscious, the use of sustainable packaging like glass jars becomes a significant selling point, encouraging innovation in environmentally friendly containers. - **Protein-rich Diets:** The rising popularity of protein-rich snacks aligns with the health and wellness trend, presenting opportunities for products like 100% nut butters that cater to fitness-conscious consumers. ### Industries Being Reshaped - **Natural Food Products:** The push towards natural food products continues to grow with consumer interest in ingredient transparency and the avoidance of artificial additives. - **Eco-friendly Packaging:** Demand for sustainable, recyclable, or biodegradable packaging solutions is influencing packaging industries to innovate and offer alternatives to traditional plastic. - **Health and Wellness Foods:** The health and wellness industry thrives as consumers increasingly seek foods that support fitness and overall well-being, such as those rich in natural proteins and fibers. ## Related on Trend Hunter - [Globally Inspired Nut Snacks](https://www.trendhunter.com/trends/cashewbased-snacks.md) - [Crunchy Peanut Butter Snacks](https://www.trendhunter.com/trends/peanut-butter-snacks1.md) - [Peanut Brownie Protein Snacks](https://www.trendhunter.com/trends/peanut-butter-brownie-protein-bar.md) - [Three-Ingredient Nut Spreads](https://www.trendhunter.com/trends/cravers.md) - [Better-For-You Peanut Butter Cups](https://www.trendhunter.com/trends/peanut-butter-better-cups.md) - [Nutty Cookie-Inspired Granolas](https://www.trendhunter.com/trends/peanut-butter-cookie-granola.md) - [Crispy Nut-Packed Protein Bars](https://www.trendhunter.com/trends/pip-nut-protein-bars.md) - [Human-Inspired Dog Butters](https://www.trendhunter.com/trends/peamutt-squeezy.md) - [Spreadable Free-From Butter Products](https://www.trendhunter.com/trends/all-things-butter-spreadable.md)