Athletic Peanut Butter is now sold in Holland and Barrett

Athletic Peanut Butter has introduced three flavors of its peanut butter to Holland and Barrett: Silky Smooth, Manuka Honey and Sea Salted.

The company states that the peanut butter is rich in natural protein, high in fiber, free of palm oil and plant-based.

It comes in individual 90g bags and allows you to squeeze the peanut butter directly into your mouth.

York Press: A bag of peanut butter

Athletic Peanut Butter is made in a Thirsk factory that opened in 2022 and employs five people to make the healthy snacks.

The company is part of a portfolio of brands and companies founded by York-based veteran entrepreneur and former international rugby player Charlie Simpson-Daniel.

Athletic Peanut Butter aims to “unleash the power of peanut butter from glass prisons and dusty closets” and “liberate nature’s ultimate superfood.”


Health experts say natural peanut butter is high in protein and “healthy fats” make it a “superfood” for active people.

The company states that it is “sustainable and ethical” to use recycled packaging and ensure its supply chain is also ethical.

Athletic also donates 2p per pack to charities that invest in youth sports and athletics programs.

York Press: A bag of peanut butter

Managing Director Charlie Simpson-Daniel said, “We are excited to extend our H&B relationship with the launch of Athletic Peanut Butter.”

“In view of our company’s tradition in international sport, we attach great importance to healthy nutrition, especially in combination with natural ingredients.

“That’s why we’ve invested in manufacturing all of our peanut butter in Thirsk, focusing on creating a very smooth peanut butter that offers consumers on-the-go 21g of natural protein with ingredients from peanuts, honey, sea salt and coconut oil. Most importantly, it tastes amazing!”

Chief Development Officer Joe Hepworth added, “Our team has worked tirelessly to perfect the texture and flavor of our peanut butter, and we’re confident it will quickly become a customer favorite.”

“Made with high-quality peanuts and no added sugars or preservatives, our peanut butter is a healthy and delicious choice for anyone looking for a tasty snack. We can’t wait for customers to try it and let us know what they think!”

The peanut butter follows other recent Charlie product launches as reported in the press.

This also includes sister company I Vow To The My Country, which now supplies Wagyu burgers to 1,000 Icelandic stores.

This deal was followed by another sister company, Lions Kingdom, which also supplied ostrich steaks and wild boar burgers to 1000 Icelandic shops.

Holland and Barrett also run the Wizard’s Magic chocolate brand, which is also part of the Heroes Journey portfolio of companies and brands owned by Charlie and his brother James Simpson-Daniel. Athletic Peanut Butter is now sold in Holland and Barrett

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