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NZ’s star peanut butter gets Tesco tick

Pic’s Peanut Butter is now on sale in Tesco stores in the United Kingdom in what is a real coup for New Zealand’s favourite peanut butter.

"We've been feeding it to Londoners through food shows and markets and selling it online," says Pic Picot, owner and CEO. "But it’s just great to finally have it easy to find and to be helping Tesco make premium quality available to everybody."

Pic's has revolutionised the peanut butter category in New Zealand, despite launching at nearly twice the price of its competitors. The brand has quickly become New Zealand's market leader with a 38 percent market share by value. 
The brand has driven 111 percent of the category value growth over the past four years. “This is a figure that continues to increase as hitherto non-peanut butter eaters discover that not all peanut butters are created equal,” says Pic.

Pic's Peanut Butter is now on sale in 13 countries, and in some 2000 supermarkets and specialty stores across Australia. It is available throughout Southeast Asia, Japan, China and is in 200 outlets in California.

The Tesco announcement means that Pic’s crunchy peanut butter is now being distributed to 750 Tesco stores, with most taking the smooth as well. The 380g glass jars will have a recommended retail of £3.99.

Last year, Pic’s crunchy salted peanut butter won a '1 star' in the UK's 2016 Great Taste Awards and was highly commended in the ‘Grocery–other’ category in the UK Quality Food Awards, where it was the only non-supermarket distributed product to be shortlisted in its category.