Selfridges retail deal sealed for peanut butter maker

A new peanut butter brand with founders based in Leeds, Mothernutter, has landed its first retail deal and is now stocked at Selfridges.

Launched in September 2022, Mothernutter’s range is palm oil free, and is blended and roasted in the UK.

The business was started up by Cumbria-based Victoria Seymour during lockdown, after her father invested in a small roasting and blending device which was kept in the family’s garage to fuel his peanut butter obsession.

Soon, he passed the baton to his daughter to set the wheels in motion.

She called upon Leeds-based creative duo,  Thierry Ngutegure, with a background in digital marketing, and Tom Joy, a photographer and creative director, to build the Mothernutter brand, and Jake Winter, a chef also from Cumbria, to lead on the flavour and recipe development.

Mothernutter’s Crunchy, Smooth, and Ultimate Jam flavours are now available in Selfridges.

Victoria Seymour said: “We are absolutely thrilled to be stocking our range in Selfridges, and to be giving even more people the chance to try our peanut butter and jam flavours we have worked so very hard to get right.

“We can’t wait to continue to spread Mothernutter’s message to celebrate and protect Mother Earth.”

She explained that 10% of the company’s profits are donated to environmental causes, which are chosen by the public.

Ngutegure added: “Mothernutter is a brand with character for people with character, encouraging people to stay true to themselves and ‘Stay Nutty!’

“We see this same ethos embodied within Selfridges, which is what makes this partnership so special and one to keep an eye on.”