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Now 8: Fix & Fogg Nut Butters Go Coast-to-Coast in the U.S.

Fix & Fogg headline visual

There’s nothing parochial about this Kiwi product. Wellington’s Fix & Fogg has pulled off what most Kiwi food brands only ever dream of. Eight nut butters now line every Whole Foods shelf across the United States, the home of peanut butter itself.


From Protein Peanut Butter to Almond Everything Butter, F&F has muscled into the American pantry with clean ingredients, quirky flavours, and that unmistakable Wellington hustle.


Back in 2021 they launched with just three jars; today they’re rubbing lids with the biggest players in the game, coast to coast. For a New Zealand food business to win full Whole Foods ranging is rare, unheard of, really and the volume at play is staggering.


Whole Foods runs around 500 stores. Even if each moves just 2–3 jars per SKU per day, that’s upwards of 24,000 jars a day moving through checkout. At premium price points, that’s serious shelf power and proof New Zealand food can punch above its weight in the world’s most competitive grocery market.



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