Spreading the word

Healthy eating has been advocated since it was shown how fruits, vegetable, grains and protein provide nutrition and act in ways to benefit the body. As a result, the population is generally advised to avoid foods high in saturated fat, sugar and salt, and instead eat 'an apple a day to keep the doctor away.'

Yet the general public has recently began to eschew the notion of healthy food being dull, bland and based on apples. A new direction for eating well, fuelled largely by the rise of social media, is the replacing of traditionally ‘bad’ foods with healthy alternatives with a similar taste.

Peanut butter, traditionally high in fat, with added sugars and preservatives, is a perfect example. With the recent interest in nut butter gathering momentum, it is becoming an everyday item eaten with breakfast, lunch and dinner - but it is not confined only to peanuts. One advocate of nut butter, made using almonds, cashews and peanuts, is Pippa Murray, founder and owner of Pip & Nut nut butters. None of her products contain palm oil or additives; a far cry from the sugar-filled breakfast brands of yore. 

Murray quit her job in early 2015 to launch Pip & Nut. Almost two years later, in December 2016, she released the first Pip & Nut cookbook, ‘Pip & Nut – the nut butter cookbook.’ Murray says, “Pip & Nut has found a huge fan base, who have naturally started to create their own recipes from our butters, so we listened and answered by delivering a beautifully designed, tactile and easy to use book.”

London-based creative agency B&B Studio designed the book’s branding and marketing materials, with the relationship between the studio and Pip & Nut ongoing. The agency has been involved in Pip & Nut’s brand work since its launch, designing the leaping squirrel gracing the front of all Pip & Nut products. Indeed, the identity developed by the studio has helped Pip & Nut become the fastest growing nut butter brand in the UK.

Shaun Bowen, creative partner, B&B studio, says, “We worked closely with the publishers and food photographer to ensure the personality of the Pip & Nut brand came through on every page. The result is the best kind of cookbook – packed with recipes that real people really want to cook and as visually striking as a beautiful coffee table book.”

Murray continues, “The Pip & Nut ethos is that healthy food should never be boring and B&B studio has once again helped us extend our vision into something spectacular and coveted.” With products ranging from the more traditional peanut to the more exotic coconut almond butter or honey cinnamon cashew butter, Pip & Nut is as far from bland health food as it’s possible to get.