Duerr’s and Sons secures new listing in Morrison’s for its ‘Peamutt Butter’

Duerr’s and Sons has secured a new listing in Morrison’s stores for its newly rebranded pet treat ‘Peamutt Butter’.

The new-look packaging will hit Morrison’s shelves across the UK for the first time this month under an introductory promotional offer in March.

The Manchester-based company said that the pet treat has shown growth over the past 12 months, with sales of Peamutt Butter rising 63% from the prior year.

It claims that the listings in Tesco, Sainsbury’s, The Range and Jollyes in 2022, as well as the online availability of the product on sites like Amazon have increased sales.

The company also stated that sales jumped by 25% at Pets at Home, which has sold the product for seven years, and by 23% at independent pet food retailers.

Duerr’s has used a new-look character called “Peamutt” on-pack to increase brand identification on marketing channels and on shelves.

Richard Duerr, sales and marketing director and 5th generation Duerr’s and Sons, said: “The original idea came from our family dog’s love of peanut butter. As the biggest producer of peanut butter in the UK, it seemed a shame that our pets were missing out, so we created a prototype.

“Seven years on, we are rebranding to drive growth and secure new listings in the mults – like our recent win with Morrison’s. We have a new ‘Peamutt’ as a character for the brand ensuring the product is more noticeable on shelf and becomes more familiar with consumers across multiple channels.”

He added: “Even in a cost of living crisis trends show pet parents are still looking to indulge their dogs. Peamutt Butter is a good value for money, a largely affordable treat that shoppers can grab in the supermarket while doing their weekly shop. The rebrand is aimed at keeping the product front of mind and ensuring we are the go-to for peanut butter for dogs.”