Healthy peanut butter brand looks to private label

Dan Ochwat
Executive Editor
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Wonder Natural Foods rolled out a new look for its low-fat, low-calorie peanut butter last year, as the company embraced new ownership. The Southampton, N.Y.-based supplier is now looking to branch out into private label with its better-for-you peanut butter production.

The company provides an alternative to traditional peanut butter with its Better ’n Peanut Butter brand, delivering 100 calories per serving, 85% less fat than traditional peanut butter and is a 33% more efficient source of protein than traditional peanut butter, according to the company.

Better 'n Peanut Butter products contain no palm oil, are gluten and dairy free and are available in Original, Low Sodium, Chocolate and Banana flavors.

The company also works with the global frozen desserts network Innodelice on supplying peanut butter swirls for ice cream. Innodelice posted a blog article on the benefits of the brand being used in branded or store brand ice cream products, saying the product is water-based, enabling full emulsification, whereas oil-based peanut butters separate when mixing with dairy products. 

Two years ago Wonder Natural Foods was acquired by Wickapogue Management and last year unveiled a new design of its branded Better 'n Peanut Butter products as well as established an enhanced digital footprint with an upgraded website and e-commerce platform. The brand also got new Instagram and Facebook pages.

Store Brands learned the alternative peanut butter is also looking to expand into private label production and is looking to meet with retailers.

"At Wonder Natural Foods Corp. our mission is to produce the best-tasting, low-fat and low-calorie peanut spreads that people can incorporate into their mealtime routines," said Amy Farkas, COO at Wonder Natural Foods Corp., during last year’s brand image announcement. "We are always striving to bring our innovative products to a broader audience, and modernizing the brand and expanding distribution has allowed us to introduce our peanut spreads to a new generation of fans."