New Zealand’s award-winning nut butter brand Fix & Fogg has officially entered the UK market, launching exclusively with Whole Foods Market in November as the Wellington-founded company continues its international expansion.
The brand went on shelf across all Whole Foods Market UK stores on 24 November 2025, with products also available online via Deliveroo. A dedicated UK Fix & Fogg website is set to launch in early 2026, offering nationwide delivery, with further retail partnerships expected to follow.
Founded in Wellington by Roman and Andrea Jewell, Fix & Fogg has grown from a small window-serving nut butter bar into an international brand sold across New Zealand, Australia and the United States, and even used by NASA astronauts as fuel for space missions.
Co-founder Roman Jewell says the UK launch is a major milestone for the business.
“Fix & Fogg was created in Wellington with a very simple idea, to make nut butter that tastes incredible and does good.
“We’ve always believed that food should make you feel proud – proud of the ingredients, proud of the people behind it, and proud of the impact it has. Bringing that to the UK, with a partner like Whole Foods Market, is a huge milestone for us.”
Jewell says Fix & Fogg’s nut butters are made with premium, natural ingredients and contain no palm oil, no additives and no shortcuts. Each jar is produced using golden-roasted nuts, balanced textures and a subtle hint of salt.
The initial UK range includes:
- Smooth Peanut Butter
- Super Crunchy Peanut Butter
- Everything Butter, a blend of nuts and seeds
Additional flavours, including Pistachio Butter and Smoke & Fire Peanut Butter, are scheduled to launch in 2026.
The company was New Zealand’s first B Corp-certified food business, reflecting its commitment to people, planet and community. It donates product, time and resources to charities, operates a circular waste system and continues to innovate with sustainability at its core.
Jewell says that the partnership with Whole Foods Market aligns closely with Fix & Fogg’s values around premium quality, responsible sourcing and authentic flavour.
With more than 80,000 New Zealanders living in the UK, the launch also offers a taste of home for Kiwis abroad, while introducing British consumers to a distinctive, flavour-driven brand from the South Pacific.
From its origins in Wellington to shelves in London, Fix & Fogg says it is continuing its global journey “to fuel greatness – one jar, one adventure at a time.”
