Peanut butter brand ManiLife is moving its core range into new bespoke designed, fully recyclable and reusable glass jars from this month.
All six peanut butter varieties are available now exclusively from Sainsbury’s, in new premium glass jars, which are made from 60% recycled glass material, and are infinitely recyclable. The glass jars will also be available from Waitrose later in the month, then nationwide across all retailers from 30 January.
The new jars have apparently been designed to offer “the ultimate peanut butter experience”. Manilife’s founder Stu Macdonald explained: “They’re short and wide which means stirring is genuinely a pleasure and spooning every last morsel out of it is utter bliss. It can be common for the standard thought process for brands in food and drink to go tall and thin because it can give the impression that the pack is bigger than it is – it’s nice to be authentically going against the grain!”
The new core glass jars (275g) feature a bolder label design to improve standout on shelf. The new label design will roll out across existing fully recyclable 1kg tubs and mini pots throughout the year.
The move was driven by consumer research and insight. Macdonald said: “We’ve had so many messages from customers asking us to move into glass, so we listened. Our existing jars, lids and labels are all 100% recyclable, so our glass jars needed to be up to the same standard.”
Produced by a supplier that uses electricity from 100% renewable sources and practises fully circular design with zero waste production, the glass jars are recyclable and microwave safe, so customers can reuse them repeatedly.
