Kellogg, in partnership with family-owned peanut butter maker Duerr’s, has announced the launch of Crunchy Nut Peanut Butter to UK stores this weekend. With both businesses headquartered in Manchester, the collaboration aims to tap into the growing peanut butter market and create a product that combines two breakfast favourites. The peanut butter reportedly features a smooth texture combined with crunchy, honey coated roasted peanuts to replicate the flavour of the popular cereal brand. Kellogg’s Crunchy Nut saw a year-on-year sales increase of 43% and the food giant hopes to enter a wider range of occasions with its brand, in addition to breakfast. “Crunchy Nut is regularly hailed as the UK’s favourite cereal and we have seen huge sales increases over the last few months, with more shoppers having breakfast at home,” said Ben Simpson, revenue and channel director at Kellogg’s UK. He continued: “Knowing the popularity of the cereal, launching Crunchy Nut Peanut Butter allows us to meet a wider range of consumer occasions and it’s been great to work with another Manchester-based business in Duerr’s to make that possible. With recent data revealing peanut butter sales have overtaken jam, we’re confident that the launch of Crunchy Nut Peanut Butter will prove to be a popular one.’’ Since 1881, Duerr’s has been manufacturing jam and marmalade and entered the peanut butter category in 1989. Richard Duerr, sales and marketing director at Duerr’s, added: “The peanut butter category is a huge area of growth, with sales currently booming. We’re extremely proud to have teamed up with another Manchester giant to create this exciting product that marries together two hugely popular breakfast staples to create the ultimate treat.”