Review – African Tigernut, Coconut and Cashew Butter [Bim’s Kitchen]
Appeals to: nut butter enthusiasts and Food Adventurers.
This is a really exciting sub-category of spreads with a lot of growth coming from peanut and other nut butters which means there is a lot of noise on the fixture and new entrants to the category. The growth is being driven by health conscious consumers looking for a protein-rich snack and shoppers demanding more from the category; products like Sunpat are great for hitting a price point but the synthetic delivery isn’t exciting shoppers any more. So, to compete in this arena, you must shout out your USPs from the busy shelf; does Bim’s Kitchen achieve this, I’m afraid not. The packaging is good but, in my opinion, it doesn’t talk directly to the people visiting this space in supermarkets. It does, however, fit well within the rest of their portfolio as African food specialists so they might find their niche in World Foods rather than in a heavily saturated marketplace.
£5.25 for 190g is very steep and it will standout like an anaphylactic thumb against the competition. I would see this as direct competition against the likes of the fantastic Nut Shot or Pip & Nut and at this price point it isn’t going to worry them too much. As a shopper I fully appreciate that cashew nuts are an expensive commodity, particularly in comparison to peanuts, however this message is lost on the packaging and just seems a little out of touch.
I enjoyed this with a couple of slices of lightly toasted white bread. The website suggests that it could be used as an ingredient for a sauce but I felt this would mask a lot of the subtle flavours.
FANTASTIC! I have sampled one other cashew and tigernut butter and it was quite powdery and hard-going. This restored my faith in this style of nut butter. I cannot fault the delivery at all. It was the perfect mix of sweet and savoury and a really great food.
Verdict: In a word – frustrating. The food is phenomenal but, because of the failings of the rest of the product, I don’t believe people will pick it up to give it a chance. Having said that, with some tweaks to purchasing and packaging I believe this would be a brilliant proposition. There are a few barriers to entry but as a Food Adventurer I am happy to pay a premium for an exciting and great tasting spread.
Other variants: African Baobab and Peanut Butter,