Founder Jared Talla, whose favorite snack is nut butter, believed that the nut butter category needed a little more innovation as he found most products on the market to either be healthy, "but too plain and boring," or had an ingredient deck that contained artificial ingredients and added sugar.
Talla experimented in his home kitchen to create his vision of nut butter making a blend of cashews, walnuts, macadamia nuts, and MCT oil.
"Really the baseline was no sugar," Talla told FoodNavigator-USA.
Talla began selling his two varieties of nut butters -- cinnamon vanilla and chocolate reishi -- at the Los Angeles farmers market at the beginning of 2019.
"Much to my surprise, people liked it and kept telling their friends. I think the biggest shock [for people] was that there was no sugar in it and they kept looking at the ingredient deck to see if there was anything else in there," he said.
To keep the sweetness profile up, the brand added monkfruit to its cinnamon vanilla, chocolate reishi, and classic flavors.
The positive feedback led Talla to launch two more varieties: rosemary and a classic flavor containing just the nut blend and MCT oil.
"I was very hesitant about doing a plain, at first, but I got enough feedback, that people were looking for a plain flavor," said Talla.
Getting the branding right
Another piece of feedback Talla received from customers was that he needed to invest more in branding. He enlisted the help of Scout Lab in New York City to overhaul the company's packaging, logo design, website, and online marketing.
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New brand Butterfly aims to bring function and fun to the nut butter category - FoodNavigator-USA.com
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